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.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
DORAN DORAN is a liquor brand that proposes dad and daughter have a casual drinking date to break the ice.
The brand concept is ’together’ which is consistently delivered in products and graphics. The brand’s name, DORAN DORAN is a pure Korean word that describes the situation or sound in terms of intimate conversation. The visual concept is 'overlapped two different shapes of voice wave’ and this visualizes the moment when two different voices of D(dad and daughter) become harmonized.
OPERATION / FLOW / INTERACTION:
I started with the trend research on a casual liquor brand that is popular among the young. After research process, I came up with main concept and keywords, ‘dad and daughter relationship, together, conversation’ which affected the brand name, DORAN DORAN. Through a lot of visual experiments to visualize concept, DORAN DORAN logo and package were designed.
PROJECT DURATION AND LOCATION:
The project started in March 2015 in South Korea and finished in August 2015
PRODUCTION / REALIZATION TECHNOLOGY:
DORAN DORAN brand consistently uses transparent material.
To print on from PVC Folie to bottles, Uv planography press and decalcomania technique are used.
SPECIFICATIONS / TECHNICAL PROPERTIES:
A bag of liquor set / 210mm x 85mm x 330mm
A package of snacks / 120mm x 55mm x 120mm
harmony, casual, intimate, dad and daughter, drinking date, low-alcohol drinks, portable package
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.
It was hard to figure out how to deliver ‘harmony and collaboration’ interactively and uniquely. Especially keeping simple and neat mood was importantly considered, because ‘harmony and combination’ concept is very easy to become complex.
TEAM MEMBERS (1) :