SAERO DARAE

Package

The Saero Darae package reinterprets the Korean folktale of the gumiho (nine-tailed fox) through a modern aesthetic, creating a zero-sugar soju that bridges tradition and trend. By merging Korean storytelling with emotional design, Saero builds a distinct brand identity. The bottle, label, and interactive package center on the symbolic scene of the gumiho catching a fruit’s scent, inviting consumers to experience The Gumiho’s Darae Garden rather than simply drink soju. This project expands brand experience through cultural reinterpretation, youthful sensibility, and tactile design.

Client / Manufacturer

Lotte Chilsung Beverage

Seoul, KR

Design

LOTTE R&D Center

Seoul, KREun Son Jin, Hye Young IN, Min Seul Kim, Ho Jin Shin, Ye Ji Kang