Project Overview

Bobaeroy is a new-generation wine select shop in Korea that aims to make wine more accessible, relatable, and aesthetic. I was responsible for the full branding, including logo design, identity system, marketing visuals, and campaign copywriting.

My Role & Approach
Starting with strategic positioning, I defined the brand tone as casual yet refined—targeting urban Millennials and Gen Z consumers who are curious but unfamiliar with wine. The design used soft serif fonts, pastel palettes, and witty product tags to visually reduce intimidation and invite exploration.

I also developed marketing assets for social media, including banner ads, Instagram feed layout, and launch campaign visuals. Copywriting was tailored to demystify wine and emphasize enjoyment, such as “Drink What You Love” and “Your First Wine Friend.”

Design Outcome
The final brand identity was warm, memorable, and distinct from traditional wine stores. Bobaeroy successfully launched its first offline shop and continues to grow with a clear, human-centered brand voice.