Doran Doran: Bridging Generational Gaps with Liquor

A Unique Liquor Brand Fostering Intimate Conversations Between Fathers and Daughters

Traditionally in Korea, the relationship between fathers and daughters has been marked by generational gaps and disparities in taste. Cultural norms often discourage fathers from expressing their emotions and having intimate conversations with their families. This has led to a certain level of discomfort among daughters when it comes to engaging in conversations with their fathers. Doran Doran, a liquor brand conceived by Jiyoung Jeon, aims to break this ice and foster a culture of casual drinking dates between fathers and daughters.

The brand's name, Doran Doran, is a pure Korean word that describes the situation or sound in terms of intimate conversation. The brand concept revolves around 'togetherness', a theme consistently delivered in its products and graphics. The visual concept is 'overlapped two different shapes of voice wave', visualizing the moment when two different voices of fathers and daughters become harmonized.

Doran Doran's unique properties lie in its consistent use of transparent material. From PVC Folie to bottles, UV planography press and decalcomania techniques are used in its production. The liquor set bag measures 210mm x 85mm x 330mm, and the snack package measures 120mm x 55mm x 120mm.

The design process began with trend research on casual liquor brands popular among the young. The main concept and keywords, 'dad and daughter relationship, together, conversation', were derived from this research, influencing the brand name, Doran Doran. Through numerous visual experiments to visualize the concept, the Doran Doran logo and package were designed.

The project started in March 2015 in South Korea and concluded in August 2015. The biggest challenge was figuring out how to deliver 'harmony and collaboration' interactively and uniquely while maintaining a simple and neat mood. The design was awarded the Golden A' Advertising, Marketing and Communication Design Award in 2016, a testament to its innovative concept and execution.

In conclusion, Doran Doran is more than just a liquor brand. It is a social tool designed to foster intimate conversations and bridge generational gaps. It is a testament to the transformative power of design in shaping our social interactions and breaking down cultural barriers.