- COMPANY / BRAND
BRAND
IDENTITY
FOLLOW
YOUR FUN
The Booth was growing from a neighbourhood beer-and-pizza spot into brewing, distribution and retail. Its identity needed to travel with it.
The goal: build a distinctive, flexible brand connecting products, places and cultural experiences. I helped develop its logo, symbol and slogan, then directed applications with the team and design partners.
The shared identity carried “Follow Your Fun” into beer labels, physical spaces, artist collaborations and a publicly released typeface.
A SHARED SPIRIT
ROOM TO PLAY
As head of marketing, I guided creative direction across the projects I managed. A recognisable mark held the brand together; Boothman and an illustrated world gave individual expressions their own character.
OFF THE PAGE
INTO PEOPLE’S HANDS
Packaging, glassware and sculptural taps made the same identity work at different scales. Each beer could tell its own story while remaining part of The Booth family.
A BRAND PEOPLE
COULD MAKE THEIR OWN
Illustrators and design partners kept the brand open to new expressions. Cultural projects gave people ways to use and participate in that visual world.
CHARACTER
IN COMPANY
Collaborating artists brought new stories and artwork to the brand’s established visual language.
A KOREAN VOICE
BEYOND THE BOTTLE
The Daedonggang typeface grew from the beer label’s lettering. A Hangul Day release and crowdfunded goods brought that character into everyday language.
A SYSTEM
WITH A LIFE OF ITS OWN
- A connected brand
A recognisable visual family carried across packaging, merchandise and retail touchpoints.
REVIEWED THROUGH / Completed brand applications and the product / retail archive- Public participation
The Daedonggang typeface reached release through a successfully funded public campaign.
REVIEWED THROUGH / Typeface release and crowdfunding completion- Design recognition
The identity received a DFA Design for Asia Bronze Award in Identity & Branding.
REVIEWED THROUGH / Official 2017 winners record
MADE POSSIBLE
TOGETHER
- COMPANY / BRAND
- The Booth
- WHEN & WHERE
- 2015–2019
South Korea - MY ROLE
- Myounghee Kang, in-house at The Booth
Brand development and creative direction across selected products, promotions and experiences - MADE WITH
- The Booth team, design agency partners, illustrators and collaborating artists