BAE - Case Study

Riding the Korean Wave Through Soju

Branding New Product Development Packaging Design Strategy
Alcoholic Beverages

The Brand

Similar to Batavia, the BAE brand was created by our Asia team for an Indonesia-based alcoholic beverages group who developed a line of Soju. Our task was to create, design and execute a new brand, packaging design and volume design for this New Product Development.

Our Big Idea

Given the ubiquitous exposure of Korean Culture across our region, we created BAE aimed at millennials who regularly enjoy soju as part of their social life. The name BAE is a double-play on its traditional meaning of “Before Anyone Else” and the Korean word for “cheers”: Geonbae. Our team developed the branding, iconography and packaging design of BAE and created a template that allowed for future line extensions.