Label

This project re-imagines soju packaging through the lens of K-pop fan culture, with a focus on BTS’s global audience. The label features custom illustrations and an interactive peel away design that reveals a hidden photocard, drawing from the highly valued unboxing and collectible culture surrounding K-pop albums and merchandise.

By integrating elements of surprise, rarity, and fan engagement, the design positions the product as both a consumable and a keepsake. Tapping into the demand for limited edition merchandise and fan driven experiences, this project explores how packaging can extend beyond function to create emotional connection and added value, blurring the line between product and collectible object.