Popular in Seoul’s nightlife: ‘the bomb’. Part soju (a type of gin), three parts beer. The leaders of these two products in Korea, Jinro and Hite, merge. Both brand portfolios remain intact and unchanged, but under a new corporate umbrella: HiteJinro.
Corporate design for HiteJinro
For HiteJinro, Bourne literally portrays the union of two beverage producers in the corporate logo. Out of various proposals, our client chooses eventually the symbol with the confluent letters. For the typography we design, in collaboration with Witvorm, a firm, round, almost liquid letter.