Description

Situation
Interest in South Korean culture is rapidly growing in Uzbekistan — from dramas and music to gastronomy. Along with this trend comes demand for soju, yet imported options,
burdened with high markups, remain out of reach for most target consumers.

Challenge
Premium Uzbekistan saw an opportunity to offer the audience a high-quality product
at an accessible price. The task was to create a new soju brand that would:

• Capture the interest of the target audience;

• Preserve authenticity and respect for Korean traditions;

• Look more premium than imported alternatives without being overwhelming;

• Spark curiosity even among those unfamiliar with soju.

Solution
This is how the brand SAYQAL (“refinement/perfection”) was born. At its core lies an original natural recipe and a visual concept inspired by the culture of 6th-century Korea.
The main characters of the identity — Hwarang and Wonhwa, symbols of masculine strength and feminine harmony — became the centerpiece of the design. Their modern-styled illustrations, paired with legends on the labels, reveal their deeper meaning for the brand. This approach bridges history and modernity, making the product both
authentic and exciting for a new audience.

Result
SAYQAL successfully launched on the market and is already available in Tashkent and other major cities across the country. The product made Korean soju accessible without sacrificing its premium feel, becoming a new symbol of the cultural bridge between Korea and Uzbekistan.

Credits

Creative/Art director — Vitaliy Khalz
Digital director — Sitora Rahmonova
Copywriter — Yulia Sherbinina
Designer — Max Eminov
Language Consultant — Aleksandr Ho