Many people think "Countrified" means unsophisticated, but the Chinese character for the village, "村" (chon), doesn’t have that meaning. It simply refers to a place where people live together. Modern individuals often feel isolated in busy cities and long for the communal lifestyle of the past, desiring to return to places where some of these traditional ways remain. ‘Drop the Beet’ captures this sentiment and desire, offering a brand story that provides a sense of vicarious satisfaction.
‘Drop the Beet’ is an animated series about a rapper named ‘Beet’ who moves from Seoul to a rural area in Gangwon Province, where he has no connections and lives alone. This project involves developing the brand identity design for the animation. The logo was designed to reflect the dynamic sound of Beet's rap and the bouncing excitement of his new life challenge. I used vivid colours layered in the logo to symbolise the free-spirited and unique rural story. This design aims to convey a dynamic, lively, and fun image, transforming the perception of rural life from dull to exciting.
Drop the Beet!!!
WORK SCOPE
Brand Identity Design, Branding, Communication Design
CLIENT
Content Korea Lab Gangwon
YEAR
2024
