Updated 1.22.25
v.0.9


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Branding
Editorial
Everything
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SOONHARI



SOONHARI ReBranding+ Art Direction
B2C Alcohol and Lifestyle Brand 


Art Direction:
Graphic Design:
 
Marketing Agency:
Client:

Justin Kang

Justin Kang
Jin Kim

Urban Creator Inc.
SOONHARI, Lotte Beverage


Soonhari is a renowned international soju brand that expanded into the U.S. market in early 2015. As the brand evolved since 2020, Urban Creator Inc. was tasked with redefining its visual identity to better connect with its growing audience. For this task, I acted as the Art Director and main graphic designer.

This transformation included a comprehensive suite of marketing templates, designed for both digital and out-of-home (OOH) campaigns. The goal was to ensure a cohesive and impactful brand presence across multiple channels, including merchandise, TikTok, Reels, and more.

Deliverables:

 

Brand Guideline
Visual Identifier, Logomark, Typography, Color
Digital Advertising Guideline
GDN, Meta A/B Testing
OOH Advertising Suite
Retail Advertising, Wheat Pasting, Billboard, Merchandise



Refining the Brand

User & Social Media Analysis


Through in-depth user research and social media analysis, we identified that our primary audience for Soonhari was women in their early to mid-20s. Understanding their preferences and visual language was key in shaping the brand's direction.

To enhance this aesthetic, I curated a soft yet playful color palette that resonated with our audience’s taste:

🌸 ED416D       

Lively pink for vibrancy and energy

🌷 F187A1

Softer blush tone for a gentle, inviting feel

🌼 FCDD4F

 Warm, pastel yellow for brightness and warmth
 (adjusted for view)

💜 6061A9 

Muted lavender for depth and sophistication


OOH Billboard
California Interstate 10 (mockup)

Jennie from BLACKPINK

 Influencer Marketing


To amplify Soonhari’s brand presence, Soonhari and Urban Creator Inc. partnered with Jennie from BLACKPINK as an ambassador, leveraging her global influence to connect with our target audience. As the Art Director for the Rebranding project, I was heavily involved in the production of this advertisement opportunity. 
This collaboration came to life through a mix of long-format YouTube content, high-impact billboards, and strategic social media campaigns. 


📈 +4 Million Reach

Expanding brand visibility across key demographics

👀 +10 Million Impressions

Driving massive engagement across platforms