Emart24 Wins Grand Prize at Asia Design Prize 2021 for Traditional Liquor Design

The traditional liquor design that Emart24 won the Grand Prize for.

[Asia Economy Reporter Lim Chunhan] Emart24 announced on the 15th that its entry "Sueulsueul" won the highest award, the Grand Prize, at the globally prestigious design awards, the "Asia Design Prize 2021."

"Sueul" is an old word for "alcohol," and the Emart24 branding team designed four types of traditional liquor with the hope that our alcohol and culture will coexist with the world and continue their value. Emart24 aimed to express our unique drinking culture, where ancestors enjoyed alcohol sharing joy and sorrow with poetry and music, by using "Jeongganbo," Korea's first rhythmic notation system invented by King Sejong that can indicate pitch and duration, as a design motif to modernly reinterpret the traditional liquor labels.

The four rhythmic symbols used in Jeongganbo?breath mark (<), "Kungjjak" (Φ), rest mark (△), and tie mark (?)?were utilized as symbols representing each flavor. Along with these symbols, traditional Korean melodies matching the emotions of the symbols were presented to allow people to feel our drinking culture. Emart24 is currently considering commercializing the traditional liquor products that fit this Grand Prize-winning design.

An Emart24 official said, "Although traditional liquor in pottery is excellent, we thought it would be meaningful to reinterpret it in a modern way by incorporating various stories and meanings into the label to promote our culture. We are proud to have received such a great award at the Asia Design Prize."

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