Korean traditional liquor brand SoolSool

Spirits and liquor packaging

Korean traditional liquor brand Sool Sool is designed to revive gradually forgotten alcohol, culture, and values of our own. Korean predecessors enjoyed drinking in groups with poetry and music. Jung-ganbo, the first mensural notation of Korea created by King Sejong, is used as the main design motif. Each flavor's identity: leisureliness, abundance, love, and joy are paired with four musical symbols – Shimpyo(rest), Sumpyo(breath mark), Butimpyo(smoothly elongate), and Kung-jjak(to hit both sides of Janggu drum). On the label, lyrics suitable for each symbol are inscribed. Every element of Sool Sool is of pure Korean words and Jung-ganbo.