“Binggrae” is a Korean dairy brand that is associated with Yoplait and means ‘smile’ in Korean. Their mascot is Prince Binggrae, an anime red haired prince, and their target audiences are children and their parents. Binggrae’s main goal is to encourage young kids to drink milk by flavoring it with real fruits and to bring nostalgia and memories of childhood for their parents. When working with a foreign product, you want to accommodate where the product originates and where it will be newly displayed, taking inspiration from both countries.

My main inspiration goes back into looking at the meaning of childhood in the present and the past, in both eastern and western cultures. A consistency I found was the use of characters to tell stories and to build archetypes and personalities in children for mental development. A common part of childhood in the West is comic books and in the East is manga. When drawing my eyes, I wanted them to be distinct and lively while being inspired by both American comic books and Korean manga. There are little fruit drawings all around the packaging, and the irises of each character also reflect the flavor (no way to miss it!). The personalities are also based on the flavor profile of each individual flavor (lychee = subtle and sweet). The nutritional facts and side details are shaped after speech bubbles.