Blending local spirit, storytelling, and bold simplicity into a timeless craft beer identity
MoonBear Brewing – Brand Identity for a Local Craft Brewery
MoonBear Brewing is a craft beer brand based in Gangwon-do, Korea, named after the endangered Asiatic black bear native to the region. The client needed a brand identity that felt authentic to its local roots while visually competing in a global craft beer market. I led the brand identity development, creating a visual system rooted in local symbolism, bold simplicity, and strong shelf presence.
Role
- Lead Brand Designer
- Refined the existing logo to strengthen brand clarity and versatility
- Developed a cohesive artwork system including brand illustrations and visual motifs
- Created an original character world concept tied to the brand’s storytelling
- Designed a scalable packaging system for multiple SKUs and seasonal editions
- Built visual guidelines to ensure consistent brand execution across touchpoints
- Refined the existing logo to strengthen brand clarity and versatility
- Developed a cohesive artwork system including brand illustrations and visual motifs
- Created an original character world concept tied to the brand’s storytelling
- Designed a scalable packaging system for multiple SKUs and seasonal editions
- Built visual guidelines to ensure consistent brand execution across touchpoints
Challenge
- No clear brand connection after Kyochon’s acquisition of MoonBear
- Faced strong competition in a saturated craft beer market
- Needed to feel trendy yet practical—visually bold, but not overdesigned
- Had to stand out on crowded shelves while staying culturally authentic
- Faced strong competition in a saturated craft beer market
- Needed to feel trendy yet practical—visually bold, but not overdesigned
- Had to stand out on crowded shelves while staying culturally authentic
Creative Approach
- Rebuilt the core identity by refining the moon bear logo for balance, scalability, and print clarity
- Designed custom illustrations and a unique brand art style that blended heritage and wit
- Developed a character-based storytelling world to expand future brand narratives and merchandise potential
- Systematized packaging layout rules to support ongoing product releases and collaborations
- Ensured all visuals reflected the brand’s personality—natural, local, and confidently minimal
- Designed custom illustrations and a unique brand art style that blended heritage and wit
- Developed a character-based storytelling world to expand future brand narratives and merchandise potential
- Systematized packaging layout rules to support ongoing product releases and collaborations
- Ensured all visuals reflected the brand’s personality—natural, local, and confidently minimal
Outcome
- Built a bold, consistent brand across all product lines and touchpoints
- Improved shelf visibility and recall in both local and tourist markets
- Enabled smooth rollout of seasonal and collaboration products
- Strengthened MoonBear’s position as a local craft beer brand with global appeal
- Set the foundation for the brand’s next-stage rebranding strategy, serving as a key visual and conceptual reference
- Improved shelf visibility and recall in both local and tourist markets
- Enabled smooth rollout of seasonal and collaboration products
- Strengthened MoonBear’s position as a local craft beer brand with global appeal
- Set the foundation for the brand’s next-stage rebranding strategy, serving as a key visual and conceptual reference
Moon Bear Brewing Package Design Renewal
Package Renewal
KYOCHON F&B
Package Renewal
KYOCHON F&B
Task Scope: Package Renewal
Partial scope:Art Direction, Illustration ,Graphic Design
Sub task: Brand Strategy, Identity Design, Package Design
Partial scope:Art Direction, Illustration ,Graphic Design
Sub task: Brand Strategy, Identity Design, Package Design
Category: Liquor
Date of Completion: 2022
Date of Completion: 2022
