Jiordan Roque

Jinro Soju

A rebrand of Jinro Soju introducing a new variety pack of three flavours. This project is part of OCAD University's Packaging Design 2 course with Stuart Werle. This project was created in collaboration with Emmit Tam and Samantha Liu.Introducing a new variety pack for Jinro Soju, this packaging concept offers consumers three flavours: Green Grape, Peach, and Plum.Throughout development, we saw that the current soju variety packs were boxed in and more difficult to carry everywhere because of their larger size. Our design offers a reveal that properly showcases which flavours buyers were purchasing, and a large enough handle to carry the box anywhere.While a variety of flavours presented competing brands as better options, we sought to create a more playful design to entice the target demographic of Gen Z to Millennials (19-35). We also hope to attract a more Western audience to soju, presenting an alternative to their choice of alcoholic beverage. In the framework of the objective, we added two inserts on the top and bottom to secure the bottles, avoiding any breakage. Additionally, we also added elements that reflected Jinro's visuals within the handle, which we designed as a frog (paying homage to Jinro's mascot), and the die-cut reveals, which are in the shape of the labels on the soju bottle. We also decided to redesign the labels, utilizing cute illustrations to present their fruit flavours and chose to work with saturated and bright colours in line with our target demographic.

“One of Korea's top soju brands, Jinro Soju, is a staple for every Asian young adult outing or party. However, when purchasing it at stores, we always had trouble deciding what flavours to get as there were so many. We thought, "Why isn't there an easier option to grab and go?"”