BAM (밤), which translates to ‘night’ in English, was chosen as the fitting name for this unique project. We were tasked with developing not just the name, but also the art and design for a dark lager beer crafted specifically for the renowned Korean restaurant, ‘SSAM’. Our primary goal was to encapsulate and highlight, both narratively and visually, the defining characteristic of this beer: its distinctive dark hue.

To achieve this, we drew inspiration from the serene and picturesque rice fields of Korea at dusk. The natural beauty and tranquility of these fields at twilight provided the perfect backdrop for our creative process. We aimed to capture the essence of these moments – the way the setting sun bathes the fields in a warm, golden glow, contrasted by the approaching coolness of the night.

Our design approach also incorporated elements of traditional Korean graphic art. We opted for an abstract yet comprehensible style that speaks to both modern sensibilities and traditional Korean aesthetics. This fusion of old and new is a nod to the rich cultural heritage of Korea, while also appealing to a contemporary audience.

The color scheme we chose further emphasizes the beer’s unique quality. The deep, rich tones mirror the beer’s dark character and are reminiscent of the twilight hues seen over the rice fields. This color palette not only represents the beer itself but also evokes a sense of warmth and comfort, inviting consumers to indulge in the experience.

In bringing all these elements together – the name BAM, the illustrative artwork, the carefully selected color scheme, and the overall design application – we aimed to create a cohesive and immersive experience. This experience is not just about enjoying a beer; it’s about embracing a piece of Korean culture. Every detail, from the label to the bottle, has been thoughtfully crafted to complement and enhance the Korean culinary experience, ensuring the highest quality in every aspect.

This project, therefore, is more than just a beer label design. It’s a celebration of Korean culture, art, and tradition, seamlessly integrated into a culinary context. Through BAM, we hope to offer not just a beverage, but an experience that resonates with the soul of Korea, engaging and delighting the senses in every sip.