In recent years, Korea’s distilled liquor market has experienced a significant surge in popularity, with young consumers gravitating toward distilled soju for its distinct taste and quality compared to traditional diluted soju. This shift also brought a trend of younger, more dynamic branding, creating the need for GAMUCHI to make a bold and impactful market entry.

We translated the resilient vitality of GAMUCHI—a native Korean fish species—into its graphic design, pairing it with a unique combination of Korean and English typography. The result was a highly positive market reception, enabling the brand to establish its position with successive new product launches. Since 2022, we have continued to evolve GAMUCHI’s packaging to reflect each product’s unique qualities while building a scalable packaging system to support future growth.