A sleek bottle of makgeolli (Korean rice wine) labeled only with the word “Sang” in minimalist typography stands out among colorful soju bottles in a Koreatown restaurant refrigerator. The pared-down design, stripped of ornate labeling, marks a sharp departure from traditional Korean alcohol packaging—a vision brought to life by Seoyoung Park, a Korean American designer.
Park led the bottle design for Sang, a freshly brewed makgeolli brand launched in the United States in 2022. Featuring a clear bottle and clean typography, the packaging reimagines traditional liquor branding to appeal to younger generations. Sang was created by New Wave Brewing Company, founded by Sangsoo Bae, the grandson of Kooksoondang founder Sangmyeon Bae. Upon release, the product was stocked in over 30 Korean restaurants and markets across LA’s Koreatown.
Crossing Industries: From Alcohol to Cosmetics
Following her work on Sang, Park joined American cosmetics brand The Creme Shop as a senior designer. She led multiple pop culture collaborations, including the Hello Kitty 50th Anniversary Collection, Hello Kitty Holiday, and a Sailor Moon Edition. These themed product lines resonated with Gen Z consumers and went viral on TikTok and YouTube, driving strong sales at CVS, ULTA, and other major retailers.
“These days, design influences purchasing decisions just as much as product quality,” Park said. “Rather than treating packaging as an afterthought, we approach it as a storytelling medium that includes everything from the packaging itself to how it’s displayed on shelves.”
For character-based collections like Hello Kitty and Sailor Moon, Park designs the products and displays to feel immersive. “These fandoms have strong emotional connections, so we make each display feel like an exhibit,” she explained. From the color palette and material selection to the overall composition, she ensures every element reflects the character’s world.
Design as Cultural Bridge and Emotional Language
Park began studying art in 2017 at an art school in Maryland and graduated summa cum laude in 2022. She views design not only as visual problem-solving but as a tool to foster empathy.
“Design is ultimately about moving people emotionally,” she said. “I want to create designs that transcend cultural boundaries and foster human connection.”
Park will continue leading seasonal product collections at The Creme Shop, including annual releases for Halloween and the winter holidays, further developing her multicultural storytelling approach through product packaging.
BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]
