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Suemin Yoo

BFA in Graphic Design — Graphic Design
Course:
GPKG-202-02 Package Des 1: Des Principles
Faculty:
Daniel Hoy
Term:
2023 Fall

Package Design Beverage

This project was created as the final exam for the Package Design course. The assignment was to select a beverage and develop a complete packaging design system. For this project, I chose bokbunja (Korean black raspberry), a drink traditionally associated with older generations, and rebranded it as a playful, youthful beverage aimed at younger consumers.

The concept focused on refreshing the image of bokbunja through vibrant colors, bold typography, and energetic visual language. By shifting away from its conventional, mature identity, I designed the packaging to feel fun, approachable, and trendy, encouraging young people to try a drink they might otherwise overlook. The design explores how cultural perception can be reshaped through strategic branding and packaging.

Learning Outcomes:

Through this project, I gained extensive experience in beverage branding and packaging research, including market analysis and competitor studies. I developed a logo and visual identity tailored to a young audience and experimented with diverse color palettes, layouts, and finishing details. By combining keyword-driven concept development with visual storytelling, I learned how to reposition a traditional product into a contemporary brand that appeals to a new generation of consumers.

Tags:
Packaging