creating Seoul



Prestigious Scottish whisky brand Ballantine’s planned to launch a Limited ‘Seoul’ Edition 17-year-old blend, exclusive to travel retail stores in Korea. Lovingly crafted by Ballantine’s Master Blender, Sandy Hyslop, this new 17-year-old blend aimed to offer a rounded experience with precision that was bright, complex and intriguing.


Bluemarlin partnered with Jieun Park, an emerging South Korean artist, who personified the modern and vibrant image that Ballantine’s intended to convey. Using Seoul as the stimulus, bluemarlin and Park brought the energy of the city to life with broad, sweeping, calligraphy-like strokes combined with intricate and meticulous painting to represent the landscape.

the results

Using Jieun’s awe-inspiring artwork, bluemarlin created a box and bottle design that celebrates the sprawling Korean metropolis whilst also honouring Ballantine’s superior quality and commitment to craft. The work has met with international acclaim, including recognition at the World Brand Design Awards and winning Gold at the Graphic Design USA Awards.

the juxtaposition of traditional and modern aesthetics has resulted in a truly breathtaking design that will captivate and enchant consumers...

in the words of the client

“The design bluemarlin created in collaboration with Jieun Park captures the Ballantine’s experience beautifully. In balancing Eastern and Western values, celebrating Korean culture and Scottish tradition, and blending art creation with whisky craftsmanship, the design will appeal to consumers looking for something truly special and unique.”

Matthieu Wattel, International Marketing Manager at Ballantine’s

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