The traditional home-brewed liquor brings a longhistory by each family, which means this traditional liquor also has a lot ofpainful stories about the invasion of national sovereignty within the longperiod.
Branding
During the mid-Joseon Period, Yi Deok-hyeong(often called HanEum), a civil official and Yi Hang-bok (so called Oseong) whom the closest friend of
Yi Deok-hyeong; they are called "Oseong andHaneum. " They are constantly mentioned when people talk about friendship.
Most of time, they had a drink at home of YiDeok-Hyeong and published Haneum Library by literary interchange and exchangingpoems.
The records of traditional home-brewed liquorreached later generations through oral and practical use,
but the encroachment of sovereignty made thistradition vanish and people were starting to consume more alcohols that aremass-produced.
As we are gradually regaining our forgotten history,with a focus on diversification and individuality,
interest in traditionalhome-brewed liquor has increased very much these days.
The love of traditional liquor, which spreads aroundthe mainstream generation of young trenders, represents their individuality andour story.
Taking a bottle of friendship liquor, which they had shared all night, and share hearts, which is the core of Neo-Confucianism. I would like to share this story to all people.
Host : 益是費善
Project name Traditional liquor, Branding
Date 2021
Client 益是費善 / branding
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