Logo design was inspired by Soju’s nickname: Korean Fire Water 🔥💦. We also leaned into design elements found on various Korean street signs. Clean fonts were chosen to balance out the fiery designs and colors. This balance emphasizes the relationship between expressive Korean traditions and the simple, non-elitist values of the Chingu Soju. Plus, these fonts nod to many styles of Korean corner store signs. For the color palette, we went with something vivid, trendy, and a little unexpected for an alcohol brand to reflect the young consumer who values freedom of expression.