IDNB Create Brand Revitalisation for RTD Alcohol Drinks Product by Lotte Co
This project is about package design renewal for fruit carbonated alcohol drinks RTD product issued by Lotte Co., Ltd.
“Soonhari Sodatok”, which is leading the mainstream trend in the mainstream market in recent years, has been released as two types of apple flavor and grape flavor and is gaining popularity among the 2030’s younger generations.
We set the main target as women in their early twenties, derived keywords such as cats and homemakers who form consensus on them through social listening and proceeded with package design under the concept of ‘sweet fruit carbonated soup enjoyed in the moonlight’.
We have focused on daily-easy-feeling and emotional storytelling, rather than emphasizing the feeling of coolness, one of the attributes of carbonated alcohol drinks.
Therefore, the whole area was applied in pastel tones (mint color for apple taste, and violet color for grape taste) so that it would be free from the typicality of heavy liquor, and feel easy to enjoy lightly.
While applying the vertical style of the soft Ming font in the logo for adding emotional pleasure, the front graphic maximizes the concept of the product by inserting a silhouette of a cat looking at the moon. This packages are designed to easily and quickly distinguish the each taste by putting the image of the fruit sizzle at the bottom part to express the taste of the product.
It characterizes the “self” of young people in their 20s as “cat” who are comfortable keeping a proper distance from others while prioritizing communication and comfort with themselves. A glass of drinking alone with the moon comforting myself after a tiring day. What more is needed?
- Design Agency: IDNB
- Organisation/Project Type: Agency, Published Commercial Design
- Article Title: IDNB Create Brand Revitalisation for RTD Alcohol Drinks Product by Lotte Co
- Brand / Project Name: Soonhari Soda Tok
- Production Credits: Lotte Chilsung Beverage Design Center | Lotte Liquor BG
- Strategic Deliverables: Research / Insight, Brand World, Brand Strategy
- Design Deliverables: Packaging Design, Illustration, Brand Identity, Branding, Brand Redesign, Graphic Design, Brand Rejuvenation, Rebranding
- Location: South Korea
- Market Country: South Korea
- Market Region: Asia
- Product Category: Beverages
- Consumer Packaging Format: Box, Can, Tin, Tray
- Consumer Substrate / Material: Metal