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Kooksoondang has rebranded its Baekseju package. This is the first change in four years since the 2020 renewal. The concept is 'Baekseju, a fragrance that connects a hundred years', and it is explained that it contains the 32 years of history since its launch in 1992 and the taste that will continue for the next 100 years.
The Chinese character 百 is placed in large bold brush letters on the front. It is a big difference from the previous modern and thin impression. The transparent bottle has been changed to an opaque brown. It is said to have been inspired by the jars used to make good liquor and the soil in nature. The shape of the bottle is the same as before, a gourd with a narrow waist.
The wordmark has been changed to a geometric shape. The final consonant of '백' is large, and 'ㅂ' and 'ㅐ' are expressed in the same shape. The 'ㅅ' of '세' is in the final consonant position. It stands out with its unique two-tiered structure. It can be read as '백세주' because it is a simple structure. Since it is not a typical structure, it looks like looking at a pile of furniture from the side.
Baekseju is a medicinal liquor brewed by Kooksoondang since 1999. It was created by Kooksoondang founder Bae Sang-myeon after he felt the need for a traditional liquor product during the 1988 Seoul Olympics, and is a traditional Cheongju widely known to the public. The name comes from the tale of 'Gugi Baekseju' in 'Jibongyuseol' written by Lee Su-gwang in the mid-Joseon Dynasty. The tale is about an old man who drinks Baekseju made with Gugi and does not age.
Even though the design has changed, the brewing method and main ingredients remain the same. It contains Kooksoondang's unique rice variety, 'Seolgaengmi', and various medicinal herbs such as ginseng and magnolia berry. The alcohol content remains the same at 13%.
Baekseju's new design will be applied from September.
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