Doria Choi

VanMak Rice Wine







VANMAK REBRAND CONCEPT

 Project OverviewClient/Brand: VANMAK (Lee Bros Winery, Canada)
Category: Alcoholic beverage−Korean makgeolli (rice wine)
Scope: Brand Identity
             Packaging System
             Illustration
             Color & Typography
Objectives
  • Position VANMAK as authentic, approachable craft rice wine
  • Create a recognizable hero (bear) and cohesive visual system
  • Balance Korean cultural cues with Canadian relevance
  • Ensure shelf legibility and extension to new SKUs
 ChallengeIntroduce makgeolli to a Canadian audience without losing Korean heritage, and build a system that scales across flavors and formats.
Approach
  • Research References: Korean dancheong (traditional decorative arts) patterns, makgeolli rituals, hanbok (traditional Korean clothing), Canadian landscape, maple leaf, and bear
  • Color System: Forest Green + Rice Beige base; celadon, and flavor accents (strawberry, peach, green grape, chestnut)
  • Typography: Two sans-serifs and a modern Korean font for clarity and accessibility
  • Illustration: Between linocut and monoline to read adult, not kiddie


BEFORE
AFTER





VANMAK BRAND STORY

Makgeolli, Korea’s traditional rice brew, has been shared for centuries as a drink of community and connection. VANMAK, created by Lee Bros Winery in Canada, has handcrafted it for over 17 years. We honor this heritage by brewing with the same techniques and care, while celebrating our Canadian roots.

Our bear holding a traditional makgeolli bowl marked with a maple leaf symbolizes this bridge: rooted in Korean tradition and proudly handcrafted in Canada. Our emblem and swirling cloud motif draw from dancheong, Korea’s vibrant ancient decorative art, reinterpreted with clean, modern lines. Our palette pairs deep green, a nod to Canadian forests, with a milky rice beige that reflects makgeolli’s natural cloudiness.

At VANMAK, we invite you to experience an ancient Korean tradition through a contemporary Canadian lens: approachable, authentic, and always best enjoyed together.



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