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:
INDEPENDENT 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 which appeals to both traditional soju drinkers and younger consumers. Chum Churum soju can be found at LCBO and has a stronger demand compared to its competitors.
Researching the brand’s history and target audience was an important step before beginning the rebrand, as it provided a deeper understanding of the brand’s identity and story while helping preserve elements that reflected its significant history.
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.
When creating the label mockups, I created a rough layout for the strawberry flavour in Photoshop to use as a baseline for the other flavours. Using Adobe Firefly, I prompted Gemini 2.5 (Nano Banana) to generate strawberries for the label. This process also took a lot of generations to get the results I wanted. After I was satisfied with the results of the first flavour, I prompted Firefly to create similar labels but with different flavours.
I designed social media mockups using Adobe Express to align with the brand’s youthful appeal and visual identity. Using Adobe Firefly, I also created AI-generated product imagery to support the design of the promotional content.
Using Adobe Firefly, I created potential merch mockups that would appeal to consumers, such as a shot glass, plushie, key-charm, and Lego replicant.
To align with the Gen Z and Millennial consumers, I created 4 social media videos based on trends. With the rise of short-form content, it was important to create social media campaigns that would effectively attract the target demographic and encourage interest in the product.
Alongside the short videos, I created a short cinematic video presenting Chum Churum's soju in a social and lively environment. This video was created using Adobe Firefly's video AI tools.
To create the AI-generated video, I first used Adobe Firefly to generate an image of friends enjoying Korean barbecue with the product. I then prompted Firefly to create an eight-second clip featuring the motion of raising their glasses, bringing the scene to life through animation. The video was then finalized in Adobe Express by incorporating text, branding elements, and the company logo.
RETROSPECTIVE:
Learning GenAI tools was a learning curve for me as Adobe Firefly was only recently released, still having a few technical issues at times. It would take multiple generations to finally create something I was satisfied, which felt very unproductive at times. Although this assignment required extensive use of generative AI, it taught me how to effectively align a brand’s identity with its product through cohesive visuals, messaging, and design choices. This project taught me how to successfully market a product and the steps to doing so.