Communication

Jeju Liquor Branding

Extra Form

Country	Korea
Year	2020
Award	GOLD WINNER
Affiliation	HongIk University
Designer	ParkSoJin, ShimSojeong, Jeong Minsong
English	Our project is a branding that promotes a disappearing jeju dialect through distinctive local liquor of jeju island. Currently, only 9.1 percent of Jeju residents are using Jeju dialect, which is classified as a endangered language by UNESCO. We selected a liquor as a medium to access jeju dialect easily and funny for Jeju residents, but also Koreans and foreigners. The visualization combined language data with liquor taste obtained from tasting and survey became a pattern design. The pattern used as the main visualization on the labels of liquors provide informations about tastes, main ingredients and jeju dialect.
Native	제주도는 한국에서 가장 큰 섬이며 제주도만의 언어를 가지고 있지만 제주어는 사라져가고 있다. 제주 술로 제주어를 풀어내어 사라져가는 제주어에 대한 지속적 관심을 촉구하고자 한다. 제주도의 특색이 담긴 제주 술로 사라져가는 제주어를 알리는 제주도 술 브랜딩이다. 제주어는 제주도의 지역성 뿐만아니라 제주도민의 생활까지 보여준다. 하지만, 현재 제주도민의 제주어 사용은 9.1%에 불과하며 유네스코에서 소멸위기의 언어로 분류하였다. 제주도민 뿐만아니라 내.외국인 모두가 쉽고 재미있게 제주어를 접할 수 있도록 술이라는 매개체를 사용하였다. 시음회와 설문조사로 얻은 술의 맛과 매칭된 제주어 데이터를 시각화하여, 하나의 패턴으로 만들었다. 패턴은 술의 라벨지의 메인 시각화로 사용되며 술의 맛과 주재료, 매칭된 제주어를 한눈에 읽을 수 있도록 하였다. 제주술로 배우는 제주어 브랜딩을 통해 제주술과 제주어가 지속적으로 알려지길 바란다.

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