A liquor brand 'DORAN DORAN'




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





 
 
 
 
 
 
 
 
 
 
 
THANK YOU
 
 
 
 

Project name: A liquor brand, DORAN DORAN
Project period: 2015. 03 - 2015. 09
 
Art directing : Jiyoung Jeon
Brand design : Jiyoung Jeon
Package design : Jiyoung Jeon  
Photography : Jiyoung Jeon 
 
 
Copyright © Jiyoung Jeon 2015 all rights reserved
A liquor brand 'DORAN DORAN'
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2668
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Published:

A liquor brand 'DORAN DORAN'

DORAN DORAN is a soju(korean liquor) brand that proposes dad and daughter have a casual drinking date and small talk to break the ice. The brand Read More
268
2668
11
Published:

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