Communication

Korean traditional liquor brand SoolSool

Extra Form

Country	Korea
Year	2021
Award	GRAND PRIZE
Affiliation	emart24
Designer	Oh hyunchang, Park hyojeong, Jeong yoonki, Oh Hyewon, Hwang Jiyoung
English	Korean traditional liquor brand Sool Sool is designed to revive gradually forgotten alcohol, culture, and values of our own. Korean predecessors enjoyed drinking in groups with poetry and music. Jeongganbo, the first mensural notation of Korea created by King Sejong, is used as the main design motif. Each flavor's identity: leisureliness, abundance, love, and joy are paired with four musical symbols – Shimpyo(rest), Sumpyo(breath mark), Butimpyo(tie), and Kung-jjak(to hit both sides of Janggu drum). On the label, lyrics suitable for each symbol are inscribed. Every element of Sool Sool is of pure Korean words and Jeongganbo.
Native	한국 전통주 브랜드 ‘수을수을’은 점차 잊혀가는 ‘우리 고유의 술과 문화, 가치’를 알리고자 기획된 프로젝트다. 브랜드명 ‘수을수을’은 ‘술’의 옛말로 술을 마시며 대화와 분위기가 술술풀리기 바라던 우리 본연의 주도와 풍류의 가치가 담겨있다. 한국은 예로부터 술을 마실 때 여럿이서 함께 시와 음악을 벗 삼아 술을 즐겼다. 이러한 ‘우리 본연의 술 문화’를 표현하고자 세종이 창안한 한국 최초의 유량악보인 ‘정간보’를 디자인 모티브로 삼았다. 정간보의 기호 네 가지를 ‘술을 마실 때의 감정’과 연결해, ‘숨표(풍요를 기원), 쿵짝(흥겨움), 쉼표(여유로움), 붙임표(사랑과 그리움)’ 로 상징화되었고, 각 기호가 가지는 감성에 어울리는 우리 전통 가락을 함께 페어링하였다. 라벨은 술의 도수에 따라 ‘백색’과 ‘먹색’으로 구분하였으며 또한 술의 컬러와 박컬러를 맞추어, 시각적 편의를 더하고 전통주의 맑고 투명한 느낌을 더했다. 브랜드 아이덴티티는 동양의 예술작품에서 볼 수 있는 ‘장인의 직인’을 형상화 하였으며, 그 외 상품과 디자인에 담긴 모든 요소는 ‘우리의 주식인 쌀을 원료로 한 전통주, 순우리말 상품명, 우리의 옛 가락’ 등 가장 한국적인 것들로 구성되어 있다.
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