Sarah Lee

A Brand Identity on Korean Makgeolli

It’s Raining was my project where I explored the cultural significance of makgeolli, a traditional Korean heritage drink, by reimagining it in a contemporary brand identity. I aimed to properly introduce makgeolli to Auckland's global audience by creating a design approach that felt both culturally grounded and woven with global accessibility.

In Korea, the world of makgeolli has branched out with innovation, holding onto traditional stories, but it has stayed limited in New Zealand, with only commercialised makgeolli available in Korean restaurants and liquor stores. I saw the gap in the market as an opportunity to bring attention to makgeolli’s value.

Throughout the project, I delved into cultural roots and social rituals that shape the story of Makgeolli, using those insights to guide the brand's value and visual direction. Through hands-on experimentation of crafted materials, storytelling and information-driven illustration and communication, It’s Raining became a bridge between heritage, contemporary design by celebrating and sharing the experience of makogelli.