WON SOJU - A Global Rebranding to Reframe the Soju
Winner
Excellent Communications Design
Brand Identity
Details
WON SOJU, one of the first liquor brands created by a Korean celebrity, was launched in 2022 by musician-turned-entrepreneur Jay Park. Since its launch, the brand has disrupted the traditional Korean liquor market, selling an unprecedented five million bottles in convenience stores. The new wordmark, with its bold look, clearly communicates the brand's mission and presents WON SOJU as a new global standard for Korean distilled spirit, soju. In fact, the new brand identity reinterprets the tradition and heritage of Korea and reminds consumers of different scenes of enjoying WON SOJU in different cultures around the world.
The Jury‘s Statement
This bold visual concept redefines the perception of a traditional spirit through a successful rebranding initiative. The well-executed brand identity redesign merges cultural heritage with contemporary design, positioning »WON SOJU - A Global Rebranding to Reframe the Soju« as a global ambassador of Korean distilling craftsmanship.
