2025
Asia Design Prize

Design company Design Astrein(CEO Kang Doeun) announced on the 1st that it won WINNER in the communication category of 'Asia Design Prize 2025' for its branding project 'Pearfect'.

The Asian Design Prize is Asia's largest international design award, which selects outstanding designs around the world every year in three categories: industry, space, and communication. This year, 1,879 works from 22 countries were submitted, and the winners were decided after a two-stage screening by 42 international judges.

The award-winning "Pearfect" is a premium distilled liquor brand based on "Pear," a special product of Cheonan, Chungcheongnam-do, and is designed as a unique brand containing the value of local agricultural products, not popular soju.

Beyond simple local identity, branding has achieved a differentiated visual language with brand names that combine the meanings of "Pear" and "Perfect," original typography with the stem and leaf motif of the pear, and intense brand colors of black and yellow.

In addition, the structural storytelling that induces consumers' value consumption (VALUE CONSUMPTION) along with the season-changing external packaging design was evaluated as impressive. The entire process of the brand was well received for connecting the values of local farmers through the design and suggesting the global possibility of Korean local liquor.

Following the previous main award in the 2025 iF Design Awards Branding category, 'Perfect' proved its design capability and brand strategy once again with the award of this 'Asian Design Prize'.