Wihayo Soju bottle and kraft tube

As Wihayo is somewhat of an anomaly – a Korean Soju distilled in a Jenever distillery in the Netherlands – we set about to create packaging and a brand that would be a departure to the regular offerings in the soju sector; we honed in on a minimalist and utilitarian identity built on craft. 

We created an ownable bottle people would ‘crave’ and want to keep. All Korean soju is bottled in tall, slender light green glass bottles (green=health in Korean culture) but we opted for a deeper, richer hue. The bottle is a 700ml green glass ‘apotheek’ style sealed with a walnut stopper laser engraved with ‘Wihayo’s’ distinctive marque – a representation of wind power and rice grains, its principal ingredients. 

Copy is bilingual, screen printed directly onto the bottle. Another feature is a printed gauge that allows bar staff to check consumption as soju is often left on the table. We also created a grey kraft tube that carries the logo and copy in the exact position that it appears on the bottle.

INSIGHTS

Nathalie Ji-Yun Kranenburg Wihayo’s ‘face’, brand ambassador as well as co-owner: “Whilst the brand and recipe have been in development for the best part of two years the product was only launched into the market place last November – and it has already created a huge amount of intrigue and interest. Orders are coming in thick and fast from restaurants, hotels and bars as well as from many lifestyle brands wishing to supply Wihayo at their events."

‘Wihayo’ is the first triple distilled premium soju to be made in Europe and is the vision of Korean/Dutch author and foodie Nathalie Ji-Yun Kranenburg.
 
‘Wihayo’ is made with a traditional Korean recipe – the difference and uniqueness of this soju is the fact that its core ingredient, rice, is ground by one of the oldest and tallest windmills in the Netherlands, dating from 1785. A pinch of barley is added during distillation resulting in a subtle aftertaste that carries a hint of Holland’s national tipple Jenever – the birth mother of gin. A true fusion therefore of East and West – a Korean recipe, literally given a Dutch spin.

Our brief was to create a brand identity, aesthetic and associated packaging that reflected both cultures whilst not alienating either; enough to intrigue and attract both parties in equal measure. To create packaging that would encapsulate the cultural fusion whilst creating something unique for the current and future soju drinkers.