html текст
All interests
  • All interests
  • Design
  • Food
  • Gadgets
  • Humor
  • News
  • Photo
  • Travel
  • Video
Click to see the next recommended page
Like it
Don't like
Add to Favorites

Looking east: how Smörgåsbord designed a soju brand to work in Europe and Asia alike

Earlier this month, Coca-Cola announced it would produce its first ever alcoholic drink, an alco-pop to be launched solely in Japan. The idea is to tap into the lucrative market for chu-hi, canned fizzy drinks given a kick with a local spirit called shochu. The world’s largest soft drinks company making its move into this sector is significant, and symbolic of many other western brands trying their luck in the Asian alcohol world where huge brands such as Asahi, Kirin and Suntory already have a presence. But how do you design the branding and packaging for a product aimed at a firmly established market on the other side of the world, as well as back home? Here to enlighten us is Dylan Griffith, co-founder of Cardiff and Amsterdam-based design studio Smörgåsbord, which recently collaborated on the creation of the first European-made soju, Wihayo.

I should start with a quick explanation of the differences between Korea and Japan’s principal alcoholic beverages. I’ll begin with Korean soju. Soju is the world’s most popular spirit you never knew existed. It’s the number one-selling liquor by volume, (incredulously more soju is drunk globally than vodka), yet its profile is surprisingly low outside of its native Korea. This is set to change with the rising popularity of Korean cuisine, a renewed interest in artisanal, premium spirits and a recent shift towards lower proof drinks.

Soju should not be confused with shochu – a Japanese spirit typically distilled from rice, barley, sweet potatoes, buckwheat or brown sugar. And finally, there’s the best known alcoholic drink from Japan, saké, a Japanese rice wine, (often drunk warm), made by fermenting rice that has been polished to remove the bran. Unlike soju and shochu, saké is produced by a brewing process more akin to that of beer, as opposed to distillation.

Wihayo is the first triple distilled premium soju to be made in Europe and marks Smörgåsbord’s first collaborative venture into product development with Korean/Dutch author and foodie Nathalie Ji-Yun Kranenburg. Made with fermented rice and malted barley this soju’s uniqueness lays in the fact its core ingredient, rice, is ground by a Dutch windmill dating from 1785 and it’s created with distilling equipment normally used in the production of Dutch Jenever; a true fusion therefore of east and west.

Our design challenge was to create an aesthetic that reflected and attracted both eastern and western cultures while not alienating either; drinkers (and thinkers) aged between 25 – 50 from Amsterdam to London, NYC, LA and Seoul. Essentially, introducing a lot of people to a new product, while also respecting the audience that know full well what they’re buying – and attracting both. We honed in on a minimalist and utilitarian identity built on craft, neatly summarised in the brand’s marque – itself a representation of wind power and rice grains, Wihayo’s principle ingredients.

We coined the name Wihayo, which derives from the word Wihayeo – a phrase used by young Koreans when they “cheers” before drinking soju – “for you” in Korean. Then came the bottle colour – despite originally toying with a clear glass bottle we stuck with green glass (as the colour equates to health in Korea) but opted for a deeper and richer hue than that used by the big Korean soju brands. The screen-printed 700ml apotheek-style bottle is sealed with a black walnut stopper, laser engraved with the brand marque. This is more in line with a gin bottle for the Western consumer. Most Korean soju brands opt for a 375ml bottle that looks similar in profile to a beer bottle.

All copy is bilingual (English & Korean) and is screen-printed directly onto the bottle. A feature of the screen-print is a gauge that allows bar staff to check consumption as soju is often left with customers on the dinner table to be consumed with food. We also produced an accompanying grey kraft tube as gifting is intrinsic in Asian society. The copy from the front of the bottle is replicated in the exact position on the kraft tube and is applied as a white foil for consistency.

For the brand launch film we created a distinctive illustration and animation style informed by K-pop and Korean graphic design. The core colour palette is based on the shared colours of the Dutch and Korean flags as well as the iconic green Wihayo bottle. An accessible and resonant aesthetic that delivers our client’s compelling and emotive story in a memorable manner. Wihayo is setting off on a journey to rouse its spirit from west to east. 

Pregnant_in_the_creative_industry_opinion_international_womens_day_itsnicethat2 Work / International Women's Day What I learned, and worried about, as a pregnant woman in the creative industry

I was never the type of woman to daydream about pushing around a pram. I guess I assumed I would one day, but that vision was in the back of my mind, far overshadowed by ambitions for my career. Since I graduated nearly ten years ago, my priority had been work – I was lucky to have very supportive parents and friends who believed, probably more than me sometimes, that I could be successful. I feel good about where I am now, as news editor at It’s Nice That. I had to fight some pretty awful bosses along the way, one who described me as having “sharp elbows” (if I were a guy that would translate as “ambitious” but that’s a whole other subject); another with an approach to gender equality like that of Sterling Cooper. But it made me tough and I gained respect. Until I got to my late 20s and the comments started coming. Subtle, seemingly harmless jokey comments from family, friends and colleagues that most women around 30 in long-term relationships would recognise. It’s baby time. If you don’t have your usual G&T at the pub, eyes flicker with gleeful suspicion. People outrightly ask you if you want to have kids, like it’s not a hugely personal and weighted life decision that will change everything.

List Features / International Women's Day “We need everyone to wake up.” Google’s Tea Uglow on intersectionality in the creative industries

Tea Uglow is the creative director at Google’s Creative Lab in Sydney. She works with both cultural and creative organisations across the globe exploring the space between technology and the arts and what can happen when they intersect. Her impressive output spans everything from responsive and reactive reading interfaces to immersive, 360-degree performances. She is also a transgender woman. To celebrate International Women’s Day, It’s Nice That got in touch with Tea to find out her opinions on representation and intersectionality within the creative industries.

She_says_list_img Media Partnership / Design Indaba Why Design Thinking is bullshit

For the fifth consecutive year, It’s Nice That has media partnered with Design Indaba. We will be delivering news, interviews and insight live and direct from each day of the three-day conference in Cape Town. The event will be live broadcast via simulcast to a number of South African cities allowing each presentation to resonate around the country.

Smorgasbord-wihayo-soju-dylan-griffith-alcohol-packaging-graphic-design-itsnicethat-illustration-for-brand-film-list Work / Opinion Looking east: how Smörgåsbord designed a soju brand to work in Europe and Asia alike

Earlier this month, Coca-Cola announced it would produce its first ever alcoholic drink, an alco-pop to be launched solely in Japan. The idea is to tap into the lucrative market for chu-hi, canned fizzy drinks given a kick with a local spirit called shochu. The world’s largest soft drinks company making its move into this sector is significant, and symbolic of many other western brands trying their luck in the Asian alcohol world where huge brands such as Asahi, Kirin and Suntory already have a presence. But how do you design the branding and packaging for a product aimed at a firmly established market on the other side of the world, as well as back home? Here to enlighten us is Dylan Griffith, co-founder of Cardiff and Amsterdam-based design studio Smörgåsbord, which recently collaborated on the creation of the first European-made soju, Wihayo.

002no_lone_zonelist Work / Photography The lonely claustrophobia of Adam Reynolds’ nuclear missile site series

During the frostiest days of the Cold War, the United States harboured thousands of Intercontinental Ballistic Missiles in a network of bases hidden underground. Although the threat of nuclear Armageddon is, for the most part, shelved (for now) and the accompanying arsenal is largely defunct, much of the infrastructure still remains, giving visitors a glimpse into the fear of living under the mad logic of Mutually Assured Destruction.

Two-points-graphic-design-itsnicethat-list Work / Graphic Design TwoPoints.Net design a typeface for ESPN The Magazine's Winter Olympics 2018 issue

Having previously worked with ESPN The Magazine to develop typefaces for issues focussing on the NBA and NFL, when releasing one on the Winter Olympic Games, the fortnightly publication once again turned to Hamburg-based graphic designers TwoPoints.Net. Titled Gold Rush, the most recent issue is a celebration of the female athletes who participated in this year’s games in Pyeongchang.

Scarfolk-graphicdesign-itsnicethat-11list Features / Graphic Design A chat with the Orwellian mastermind in charge of the UK town known as Scarfolk

Scarfolk is a quaint town in the north west of England. At first glance it appears perfectly ordinary. Neighbours chat to each other over hedges while children play in the quiet, suburban streets. Yet this provincial place has received a lot of media attention over the past five years. Rumours have surfaced claiming that the town has not progressed since 1979 and the local council’s poster production points to a community that is stuck in the 1970s. It’s Nice That decided to find out more about the local society and its notorious designs.

Sharptype-sharpslab-graphicdesign-itsnicethat-list Sponsored / Graphic Design Sharp Type on expanding its flagship sans into a powerful but practical slab serif

Back in 2014 the MBR team at Pentagram New York decided to use Sharp Type’s Sharp Sans Display No.1, for Hillary Clinton’s presidential campaign. Lucas Sharp, the type foundry’s co-founder realised that if implemented in a campaign of its size, the typeface would need altering in order to be used by everyone, from designers to volunteers.

Dasha-chuckrova-animation-itsnicethat-list Work / Animation Dasha Chukhrova's hypnotic animation through air, water and space for Akwuar

Although set to the “psych pop” sounds of German musician Patrick Braun of Akwuar, it’s easy to imagine David Attenborough’s soothing tones narrating the journey of Dasha Chukhrova’s latest animated music video. Created for Lone Love from Akwuar’s EP, the video follows a small, starfish-like creature, with a single blinking eye, on a non-stop voyage through an abstract world of purples, oranges and pinks.

Gottfried-angel-woman-on-boardwalk-in-brighton-beach-lglist Work / Photography The legacy of late NYC street photographer Arlene Gottfried

Crouched in a Manhattan storage unit, curator Daniel Cooney was wading through 50 years of work by late New York photographer Arlene Gottfried. With so much material – enough for 18 shows, he imagines – the “huge responsibility and huge privilege” of putting on the first show since Gottfried’s passing in the summer of 2017 felt very real. “I would just close my eyes and say, ‘Arelene, I need your help.’ I just tried to tune in on a very personal level and think, who is Arlene? Who was she to me?”

Nice-magazine-publication-itsnicethat-list Work / Graphic Design Nice Magazine nurtures and honestly represents young talent from the African continent

“The European perception of the African continent is oftentimes awkwardly undifferentiated, almost as if it was one single country,” explains Sereina Rothenberger and David Schatz of graphic design studio Hammer. Alongside, Sereina’s sister Flurina Rothenberger, a photographer, the pair art direct Nice magazine in an attempt to present the diversity of the multiple realities in African cities.

Raoulgottschling-diefarbendesfarblosen-graphicdesign-itsnicethat-10list Work / Graphic Design Designer Raoul Gottschling on branding shape-shifting spaces and happy accidents

Raoul Gottschling is a creative through and through. As a child, the German-born, Brooklyn-based designer spent sports classes sketching football pitches rather than fulfilling his duties as goalkeeper. “At one point during my early teenage years my dad introduced me to Photoshop. I used it to design a logo and a bunch of (extremely sick!) graphics for my skate crew. I did my first internship in a design studio in Cologne at 14 years old. I must have made my career choice around my 15th birthday and haven’t looked back since,” Raoul tells It’s Nice That. 


8 Work / Art Judit Kristensen on the pace and vulnerability of her pencil portraits

“I like bad drawers, or I like when there are vulnerable elements in a drawing,” says artist Judit Kristensen. From Umeå in the north of Sweden but currently based in Copenhagen, Judit has tried to hang on to some of the less-than-perfect technical details from when she first started working in this style two years ago. “ I guess time has made me a better draftsman – for better and for worse. I prefer empathetic over perfection, and you cant really be voluntarily bad to make a drawing vulnerable. I think that would have an opposite effect.”

Kimjakobsento-squiresofthesquaretable-photography-itsnicethat-5list Work / Photography Kim Jakobsen To's honest and impeccably stylish photography

“I got interested in photography during my teenage years when I worked as a performance artist and DJ at various Norwegian goth and metal clubs. I would take pictures of my friends and the people I would meet,” photographer Kim Jakobsen To tells It’s Nice That. After completing a year of sociology and film-making at a Norwegian college, Kim enrolled in the Photography BA at UCA Farnham. There he studied under Anna Fox, Jason Evans and Gareth McConnel, all of which he says played an integral part in shaping his photographic language.

Johanna-burai-graphic-design-itsnicethat-2 Work / Graphic Design Graphic designer Johanna Burai's work is as critical and politically charged as ever

“My work is constantly evolving,” Stockholm-based designer Joanna Burai tells It’s Nice That, “it’s kind of hard to say in terms of pure form because my designs have always been so varied.” When we first spoke to Johanna back in 2016, it was the “jack of all trades and master of all” qualities demonstrated in her portfolio that impressed us so much, and which continue to today.

Alexandermedel-illustration-itsnicethat-02 Work / Illustration Alexander Medel took a year off illustration and design - but now he's back!

Alexander Medel, an illustrator masterful with pleasing curving shapes, is a creative we’ve shouted about countless times on It’s Nice That. However, we haven’t had the opportunity to shout about him for quite some time as Alexander’s been on an illustration sabbatical of sorts, but now, thankfully, he’s back with a bunch of personal work to share.

K_l_printlist Work / Art Artist Jesse Draxler on finding clarity through greyscale

“When I began working exclusively in greyscale is when everything seemed to start to make sense,” says artist and illustrator Jesse Draxler of his dark, brooding style that combines collaged photography and painting, manifesting in large-scale paintings or commissioned illustrations. “It’s as if by freeing my mind from having to think about colour I had gained a greater clarity for everything else, like when someone loses a sense their other senses heighten to compensate.” Jesse suspects that his preference for a black and white palette is informed by the fact he’s colour blind, or “colour deficient” as he calls it. “Though I don’t put too much weight behind just that.”

Mikeyjoyce-daisy-graphicdesign-itsnicethat-list Work / Graphic Design Dive into Mikey Joyce's portfolio with its “healthy balance of calculated and convoluted silliness"

The portfolio of Mikey Joyce shows how sometimes, not following the traditional route into graphic design can provide a more eclectic output. With just an Instagram account displaying his design flair, Mikey’s work jumps between the silly and the serious as he nestles his way into the design world, adopting the title of a designer, creative director and artist.

Ag_thehottestdaylist Work / Illustration Alessandra Genualdo's illustrations mix high fashion and intimate moments

With their pursed lips, rolling eyes and folded arms, you can almost hear the exasperated sighs of Alessandra Genualdo’s characters through the screen. Largely focussing on women, Alessandra is an expert at capturing the internal world of her subjects, whether they’re showing a moment of vulnerability, contemplation or distinct disapproval.

Читать дальше
Twitter
Одноклассники
Мой Мир

материал с itsnicethat.com

1

      Add

      You can create thematic collections and keep, for instance, all recipes in one place so you will never lose them.

      No images found
      Previous Next 0 / 0
      500
      • Advertisement
      • Animals
      • Architecture
      • Art
      • Auto
      • Aviation
      • Books
      • Cartoons
      • Celebrities
      • Children
      • Culture
      • Design
      • Economics
      • Education
      • Entertainment
      • Fashion
      • Fitness
      • Food
      • Gadgets
      • Games
      • Health
      • History
      • Hobby
      • Humor
      • Interior
      • Moto
      • Movies
      • Music
      • Nature
      • News
      • Photo
      • Pictures
      • Politics
      • Psychology
      • Science
      • Society
      • Sport
      • Technology
      • Travel
      • Video
      • Weapons
      • Web
      • Work
        Submit
        Valid formats are JPG, PNG, GIF.
        Not more than 5 Мb, please.
        30
        surfingbird.ru/site/
        RSS format guidelines
        500
        • Advertisement
        • Animals
        • Architecture
        • Art
        • Auto
        • Aviation
        • Books
        • Cartoons
        • Celebrities
        • Children
        • Culture
        • Design
        • Economics
        • Education
        • Entertainment
        • Fashion
        • Fitness
        • Food
        • Gadgets
        • Games
        • Health
        • History
        • Hobby
        • Humor
        • Interior
        • Moto
        • Movies
        • Music
        • Nature
        • News
        • Photo
        • Pictures
        • Politics
        • Psychology
        • Science
        • Society
        • Sport
        • Technology
        • Travel
        • Video
        • Weapons
        • Web
        • Work

          Submit

          Thank you! Wait for moderation.

          Тебе это не нравится?

          You can block the domain, tag, user or channel, and we'll stop recommend it to you. You can always unblock them in your settings.

          • itsnicethat
          • домен itsnicethat.com

          Get a link

          Спасибо, твоя жалоба принята.

          Log on to Surfingbird

          Recover
          Sign up

          or

          Welcome to Surfingbird.com!

          You'll find thousands of interesting pages, photos, and videos inside.
          Join!

          • Personal
            recommendations

          • Stash
            interesting and useful stuff

          • Anywhere,
            anytime

          Do we already know you? Login or restore the password.

          Close

          Add to collection

             

            Facebook

            Ваш профиль на рассмотрении, обновите страницу через несколько секунд

            Facebook

            К сожалению, вы не попадаете под условия акции