COMPANY / BRAND

BEER
COLLABORATIONS

The 72 Seconds Rye IPA label series, with different illustrated stories — 72 SECONDS × THE BOOTH / STORIES, BOTTLED

01 / THE BRIEF

A SHARED INTEREST
A NEW BEER

Craft beer could meet people through things they already loved: music, screen culture, books and the outdoors.

The goal: turn those shared interests into collaboration beers with a clear story and a reason to try them. As product PM for selected releases, I connected partner concepts, beer development, branding and promotion.

The collaborations reached people as finished products, packaging and launch stories across distinct cultural worlds.

02 / ARTIST PARTNERSHIPSTHE BOOTH

PERSONALITY
BREWED IN

Artists and public personalities were partners in the product story. I coordinated their worlds with brewers and designers, carrying each collaboration through to release.

Jang Kiha appearing in the collaboration beer campaign — JANG KIHA & THE FACES / CAMPAIGN STILL

MUSIC MEETS
CRAFT BEER

The band’s music and voice gave the collaboration a recognisable point of view across the beer and its campaign content.

Hands bringing together the Jang Kiha and the Faces collaboration beer bottles — JANG KIHA & THE FACES / A RELEASE TO SHARE

The yellow gift pack for The Great God of Fun Red Ale collaboration — NOH HONG-CHUL / THE GREAT GOD OF FUN RED ALE

Noh Hong-chul’s exuberant personality became a playful illustrated product world and giftable format.

03 / CULTURAL STORY WORLDSTHE BOOTH

GOOD STORIES
TRAVEL WELL

Each partnership called for its own expression. My role was to keep the idea connected from the partner’s story through product, packaging and launch.

72 SECONDS
A SERIES OF SMALL WORLDS

The content studio’s stories became illustrated beer labels and glassware, developed with design partners and illustrator Sona Lee.

Illustrated 72 Seconds collaboration bottles on a bright yellow background — 72 SECONDS / THE LABEL SERIES

A 72 Seconds collaboration bottle and illustrated glass — 72 SECONDS / THE STORY CONTINUES ON GLASS

Jane Eyre collaboration books, illustrated beer glass and printed card — JANE EYRE / BOOK, BEER & GLASSWARE

SOMETHING
TO GET LOST IN

The literary collaboration connected a book, beer and glassware through a shared illustrated world.

BARREL and The Booth collaboration beer photographed at the beach — BARREL × THE BOOTH / PACKAGING MEETS PLACE

A TASTE
OF THE OUTSIDE

Beach-side imagery and product artwork brought the beer into BARREL’s outdoor lifestyle.

04 / THE IMPACTOUTCOMES & EVIDENCE

FROM SHARED STORY
TO RELEASE

Ideas reached release: Partner concepts became finished beers, packaging and launch materials.
REVIEWED THROUGH / Released products and campaign records
A broader cultural repertoire: The collaboration programme connected beer with music, entertainment, literature and outdoor life.
REVIEWED THROUGH / Partner mix and documented collaboration formats

THE DETAILS / 012

MADE POSSIBLE
TOGETHER

COMPANY / BRAND: The Booth
WHEN & WHERE: Selected releases, 2016–2019
South Korea
MY ROLE: Myounghee Kang, in-house at The Booth
Collaboration product PM; planning, branding and promotion for selected releases
MADE WITH: The Booth brewing and marketing teams, design agency partners, participating artists and cultural / lifestyle partners; Sona Lee for the 72 Seconds illustrations

BEERCOLLABORATIONS

A SHARED INTERESTA NEW BEER

PERSONALITYBREWED IN

MUSIC MEETSCRAFT BEER

GOOD STORIESTRAVEL WELL

72 SECONDSA SERIES OF SMALL WORLDS

SOMETHINGTO GET LOST IN

A TASTEOF THE OUTSIDE

FROM SHARED STORYTO RELEASE

MADE POSSIBLETOGETHER