Hahn's Makgeolli

Hahn's Makgeolli
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Hahn's Farm / 2022 / Strategy, Object

Designed by Jiyoun Kim, Dokyoung Lee

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Makgeolli is a traditional Korean alcoholic beverage made from rice, also called rice wine. It does not go through complicated distillation process like other traditional drinks such as soju, so it is more reasonably priced. Contrary to the past, when elderly customers were the majority drinkers, the consumption of Makgeolli is shifting to the younger generation seeking novelty. This cultural shift led to demands of a younger, more sensuous makgeolli brand.

The Hahn’s Makgeolli branding project, in which Jiyoun Kim Studio collaborated with Hahn’s Farm, was initiated to create a makgeolli that is cost-effective in production, yet highly sensuous in style. Its symbol, which simply shows the main ingredients such as rice, buckwheat, and potato, not only makes it easy to identify each product at a glance, but also creates a refined brand image.

A new, wider bottle was also designed for Hahn’s Makgeolli, which creates a good balance with its simple label. The size and proportions of the new container have been carefully adjusted to ensure maximum efficiency during distribution process and to make it harmonious while placing it on the table with other dishes.

The Hahn's Makgeolli series was launched in Korea in the summer of 2022.