Don't be mistaken by the title. Let me explain this project to you.
"Please, choose a brand and create its brand content for the next 3 years, said the teacher.
- Miss, I've got an idea but the brand hasn't been launched yet...
- Perfect, Louise. Propose the launch in France then."
몸만와, or in English COME AS YOU ARE.
It's a Korean high-end/luxury punk brand created by @kohyukjoon. My proposition for the launch was:
A launch party
An official website
A photo exhibition
A collaboration with Ko HyukJoon, the designer, and a Korean punk music artist for a music video
For the launch party, invitations were mandatory. I imagined what the invitation could look like and here's the result.
You might be wondering: why is that punk?
First of all, it's a DIY invitation with a collage of South-Korean landscapes. The background is made with the Hunmin Chongum, the first document about hangul. To introduce the Korean culture to France, its alphabet sounds like the best option. A graphic designer, Choi Bum, said: "Hangul, the axis of convergence, is the core of Korean identity." But it doesn't answer your question, right?
The hangul was born in 1443 and was created by king SeJong the Great (1397 - 1450), one of the greatest king of the Joseon dynasty. Taking a closer look to his process of creation, he followed the punk concepts:
Destroying (the hanja that was the language of China that Koreans used, made of 40.000 characters)
Recreating (the hangul, the new language of Koreans made of 28 characters at the time, now it went down to 24)
DIY: Sejong the Great realized this alphabet from scratch, on a scientific basis (the form of the letter is inspired by the articulations of the tongue, teeth, palate and throat when making these sounds)
Sejong the Great said in the preface of Hunmin Chongum, 1446 (the book in which he presents the new alpahbet): "The language of [our] people is different from that of the nation of China and thus cannot be expressed by the written language of Chinese people. Because of this reason, the cries of illiterate peasants are not properly understood by the many [in the position of privilege]. I [feel the plight of the peasants and the difficulties faced by the public servants and] am saddened by the situation.
Therefore, twenty eight [written] characters have been newly created. [My desire is] such that, each [Korean] person may become familiar [with the newly created written language of Korean] and use them daily in an intuitive way."
He wanted to free his people from illiteracy.
Hangul is punk!
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