Dokkaebier
Client: DKB Brands
Role: Art Direction, Graphic Design, Illustration
Brand identity for a San Francisco-based craft beer brand, drawing inspiration from the dokkaebi, a Korean folklore creature known for its shape-shifting abilities. The branding emphasizes the playful nature of these beings and highlights the brand's Korean heritage.
The branding for Dokkaebier won prestigious awards like The Red Dot Award (Branding) and Creative Communication Award.
Dokkaebier’s unique mark integrates elements of the Korean alphabet and traditional Korean seals. The dokkaebi spirit is communicated through a set of faces that take form of the object it inhibits.
The color palette draws inspiration from dancheong designs (Korean traditional painting technique) for added vibrancy.
