The Imperial brand, which began with the launching of the 12-year-old “Imperial Classic” in 1994, has maintained its lead as the brand with the most number of accumulated sales ever since.
In pace with the steady increase of Korean whisky consumption, Pernod Ricard Korea wanted to relaunch Imperial 12, with improvements in its quality and appearance to reaffirm the market leadership position in the Korean whisky market.
I modified the key element of the brand identity by transposing the original masculinity to a contemporary figure portraying successful modern businessmen.
The glass bottle is slimmer and looks bigger. Unique feature of the Korean market is linked to the consumption habits and in drinking location: More than 90% of drinking is on-trade - karaokes, bars, and night clubs where whisky is served by 'ladies'. I needed to re-evaluate the bottle ergonomics to smaller hands.
Imperial 12 received a strong response,
keeping its position as best selling whisky in Korean market for 15 years in 2009.
Design proposals of different level of masculinity as the brand identity was ‘strong male’ and Pernod Ricard Korea wanted to add more gentle image to the product.
Prototypes of selected models to verify shape, effects and usability.
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