SONG | Brand Identity & Packaging Design

SONG is a Korean-inspired hotel bar concept built around a single cultural reference: the pine tree, a symbol of resilience and permanence in Korean culture, inspired by Green Forest Soju.

The visual identity draws from traditional hanji paper textures, hanok architectural grids, and a restrained natural color palette, creating a refined and cohesive design language.

The system extends across bottle labels, candles, soap packaging, menus, signage, textiles, and a complete website. Every touchpoint reflects the same philosophy: a quiet balance of tradition and contemporary design, where each detail feels intentional and connected.