Jenna (Yejin) Jung
Graphic Designer · Brand Identity
Curiosity fuels every project. Purpose shapes every decision.Play
SAN GUN
[beverage label design]
SAN GUN Makgeolli is a beverage labeling project inspired by the deep cultural connection between Korea and the tiger, known as "San Gun" (Mountain Lord). The design features intricate tiger patterns on the bottle, set against a black background to evoke a sense of elegance and sophistication. The label incorporates traditional Korean tiger paintings, seamlessly blending heritage and artistry to create a premium visual identity. This project celebrates the cultural symbolism of the tiger while presenting makgeolli in a refined and modern way.
Sangun Makgeolli is a contemporary reinterpretation of traditional Korean rice wine, inspired by the symbolic strength and mystique of the tiger. The identity system combines expressive hand drawn tiger imagery with subtle translucent stripe patterns wrapped around the bottle, creating a layered visual experience that shifts with light and perspective.
The packaging balances bold contrast and minimal form, pairing matte black labels with soft frosted textures to evoke both refinement and rawness. Rooted in Korean cultural symbolism while positioned for a modern audience, the project explores how traditional alcohol packaging can feel premium, atmospheric, and emotionally immersive.
Practice
Visual Systems & Structured Thinking
Research Driven Process
Conceptual Development
- Identity Design
- Interactive Platforms
- Spatial Composition
- Motion Studies
- Data Translation
- Experimental Typography
Structure
I approach design as a constructed framework rather than surface decoration. Each project begins with research and mapping, identifying relationships before defining form. Structure becomes the foundation that allows complexity to function with clarity.
Systems are not imposed visually but developed logically. Through modular thinking and controlled variation, I build identities and experiences that can expand without losing coherence.