Chum Churum Rebrand
Rebranding South Korea's top selling soju brand, Chum Churum, to focus on repositioning the brand to better resonate with a younger, modern audience while preserving its Korean identity and emotional meaning.
OVERVIEW:
This project focuses on rebranding an existing consumer product by enhancing its story, message, and visual identity. The assignment involves analyzing and critiquing the existing brand, developing a new branding strategy and visual identity, and creating a social marketing campaign and final branding package.
This assignment is only for educational purposes and is not intended to replace the existing brand image.
ROLE:
INDIVIDUAL PROJECT - MARKETING/GRAPHIC DESIGN
DURATION:
JAN 2026 - MAR 2026
TOOLS:
ADOBE FIREFLY
ADOBE EXPRRESS
PHOTOSHOP
ILLUSTRATOR
PROCESS:
Chum Churum is widely known for its flavoured soju,
The process to creating the logo was one of the hardest steps when working on this project. Through multiple iterations and sketches, I finalized on a logo that perfectly symbolizes freshness and youth while maintaining the Korean culture.
Using GenAI to create a basis for the logo, mockups, and videos was a challenging aspect in this assignment since it required a lot of fine tuning with prompts. It took multiple generations to create results that match with the vision I wanted.