Indulge Co Korea were one of the very first pioneers of craft brewing in Korea, leading the way for the emerging craft beer community and helping develop the tastes of the market.
In 2018 they secured a unique regional property in the mountains of Sokcho, on the North East coast of South Korea. Their vision was to create a destination experience where unique craft beers are created and served in a modern tap-house for both the progressive Korean market and to a global audience.
Indulge Co Korea approached The Edison Agency to bring to life their vision for a masterbrand that captures the mix of craft expertise and modernity, and design a full suite of assets from beer packaging to retail environments.
MoonBear Brewing is like nothing else in Korea and Edison created a masterbrand that celebrated this. The image of the iconic and powerful Korean mountain moonbear, with the half crescent moon on its chest, is a strong visual mnemonic and a nod to the origins of the brand; the North East mountains of South Korea.
The brews are inspired by the strength and mysticism of the local Korean mountains; Hallasan, Baekdusan and Geumgangsan and have been crafted to compliment contemporary Korean foods and ingredients.
