A liquor brand 'DORAN DORAN'

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Background
In Korea, relationships between dad and daughter normally have been awkward because of the gaps in a generation and disparity of tastes. Besides, dads are culturally not allowed to express their emotion and have intimate conversation with their family. Thus, this situation makes daughters feel uncomfortable to have a conversation with dad.

Concept
DORAN DORAN is a conceptual liquor brand that helps dads and daughters start a conversation. The whole brand concept is ‘pairs and harmony’ which are consistently shown in the brand's products and graphics. The brand's name, DORAN DORAN, is a Korean word that describes a situation or sound in an affectionate conversation. The brand's visual concept is 'overlapping two different shapes of voice waves' which represents the moment when two different D's (dad and daughter) become harmonized.

Research Abstract
I did research on the trend of liquor brand among young people which came to the conclusion that low-alcoholic liquor or cocktail-styled one became very popular nowadays. Besides, I’ve got the relationship between dad and daughter as a big social trend keyword through current media. Thus, I decided to propose new casual concept liquor brand which deal with dad and daughter’s relationship.

Production & Material
DORAN DORAN brand consistently uses transparent material. To print on from PVC Folie to bottles, Uv planography press and decalcomania technique are used.

Award

A'Design Award winner 2016 / Gold prize

ADAA 2016 Commercial- Print/ Graphic/ Illustration Semifinalist

ADAA 2016 Fine art- Graphic design / Print Semifinalist

ADAA 2016 APAC Honorable Mention