#77 HiteJinro

Country: South Korea

Industry: Beverage

About: HiteJinro is a South Korean multinational drink, brewing and distiller company, founded in 1924. It is the world's leading producer of soju, accounting for more than half of that beverage's domestic sales.

Values: Creative innovation; Commitment to customers and society; Communication and harmony; Tradition & heritage; trust and modesty

Words: heritage; innovation; harmony

Strategy: balance the H of “Hite” and J of “Jinro” together while refreshing the typeface and the color to a bright lime and a deep indigo. The four geongongamri from the Korean flag are used to communicate heritage and tradition.