Divine Divers

Divine Divers is three pack taster kit of ‘Omegi’ Korean millet wine. ‘Omegi’ millet wine is the specialty of the Jeju island, the largest island of the Korean peninsula. The term ‘Omegi’ in Jeju Island dialect translates to millet in English. The main theme of the project is “female divers & goddesses in Korea.” This theme was selected because the island is known for female divers called ’Haenyeo.’ as well as the main character ‘Seolmundaehalmang” is the mythological female creator of the Jeju island. The logo designed for the Divine Divers is a simplified shape of a diver with goggles and halo. Individual female diver illustrations were created for each flavour. Female divers in Korean traditional costumes are holding the ingredients of each flavour of the wine kit and on different seafoods(oyster, octopus, shell) that match with the flavours. Top of the label has die-cutting in shape of the wave of the sea reinforcing the characters as diving underwater. The conceptual name for each flavour is Korean goddess, including the goddess of the island. Each goddess/bottle also has an associated icon to further differentiate between the labels. To increase consumer engagement with the product the back labels include information on the goddess and the origin of the flavours.