GINSIM PROJECT
2024
“A curation of gin, recommended with sincerity.”
GINSIM blends the word gin with the Korean word jinshim (meaning sincerity).
But it’s more than a name — it’s a brand experience that invites people into moments of unexpected connection through taste.
At the heart of this project is a simple idea: “Gin magnifies you.”
GINSIM explores this through image, rhythm, space, and sensory design — offering a curated encounter that extends beyond the drink itself.
Concept & Direction
The first event was themed around “Jinshim,” or sincerity.
It aimed to express the subtle beauty of a night alone — the glimmer of the city, the uncertain thrill of trying something new, and the emotional weight of a drink that lingers.
Visual Identity & Logo System
- The logo reflects the ripple of city lights and the fluid quality of gin, tracing a time-based “G” that leads to a glowing, unknown place.
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The visual system draws on blue and fluorescent tones, referencing the scent of gin and its natural pairing with tonic.
- Posters, leaflets, tickets, and postcards all echo the theme of “new connections, every time.”
Gin Curation & FEVER-TREE Partnership
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Featured brands: Bobby’s Dry Gin, Caorunn Gin, The Botanist
Selected for their clean, distinctive finishes, highlighting their nuanced differences through pairing - FEVER-TREE tonic water was presented in its own dedicated space, emphasizing its natural identity and enhancing each gin’s character
- Each curated gin was accompanied by AI-generated imagery to visually interpret the tasting notes through video content
Experience Design & On-site Elements
- Entry tickets were designed as tearable strips, allowing guests to physically interact with the tasting process
- Each leaflet introduced the unique character of the gin through a mix of text and abstract visual interpretations
- Spatial elements — light, glass, distortion, and sound — were curated to evoke a sense of immersion and quiet emotional release
Outcomes & Audience Insight
- +30% increase in social media followers
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Strong hashtag engagement: #GINSIM
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Sold out event
- Positioned GINSIM as a lifestyle brand rooted in curated sensory storytelling, not just a gin event
Target audience: Young, socially-aware individuals (primarily in their 20s–30s) who navigate uncertainty through personal rituals and casual community. These “solo planners” seek moments of shared resonance — and GINSIM creates space for that to unfold.