Almond Studio redesigned the bottle and label concept for Chusungju, a traditional Korean rice wine, in cooperation with Jimin Lee, Korea’s most followed alcohol blogger and the CEO of PR5AVE (PR5번가) public relations agency. The goal was to make a modern and attractive label that still keeps the unique spirit of the nearly 1000 year old recipe.
The design features a mountain-shaped label that wraps around the bottle, giving it a distinct silhouette and an overlapping effect similar to traditional clothing. The mountains have a gradient of stylized mist, and creates a miniature mountainscape within the bottle, with a gentle red tint that compliments the original color of the liquor.
Chusungju is a traditional Korean rice wine (25%) made with 10 different herbs. Chusung is the former name of Damyang, the famous bamboo forest, and the Chusungju rice wine is infused with bamboo extract and stored for 100 days inside a bamboo container. The recipe dates back almost 1000 years to the Goryo dynasty, and was developed by Buddhist monks using wild herbs from the Geumsong mountain. Today Chusungju is brewed by Chusungkeul, a family-owned distillery in Damyang.
Legend has it that a group of Seonbi, a historical class of Korean scholars, were out in the mountains, and drank Chusungju for three days straight without getting drunk. They were so impressed with the features of the liquor that they recommended it for the King himself! In the label design, a Seonbi in traditional clothes can be seen under the sun, which is either rising or setting. We wanted to capture the sense of enjoying this traditional drink out in the nature without worrying about time.
Article by Chungang Ilbo (korean): https://goo.gl/14Wun3
Lee Jimin’s blog (korean): http://blog.naver.com/prnprn
instagram: https://www.instagram.com/almond.studio/ .
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