2025
iF Design Award

On the 6th, Design Astrein, a design company founded by CEO Kang Doeun, won the Main Prize in the Branding category at the iF Design Award 2025, one of the world’s most prestigious international design competitions.

 

The iF Design Award is organized annually by iF International Forum Design GmbH, an independent design institution based in Germany. It is recognized globally as one of the top three design awards alongside the Red Dot Design Award and IDEA (International Design Excellence Awards).

 

This year, the competition received approximately 16,651 entries from 66 countries. A panel of 131 international judges conducted a rigorous evaluation process, and only about 1% of entries were awarded the Main Prize in the Branding category. The award ceremony will be held in Berlin, Germany, on the 28th of next month.

 

“Pearfect” is a premium distilled liquor made from Cheonan Seonghwan pears, a regional specialty of Chungcheongnam-do, Korea. It features the rich and refined taste and aroma of Korean pears.

 

To express the authenticity of Korean premium spirits rooted in agricultural craftsmanship, Design Astrein, led by CEO Kang Doeun, developed a branding system inspired by the stem and leaves of a pear, incorporating black and yellow as the core brand colors. From emblem development to typography and packaging, the design was structured to flexibly adapt by season or concept, offering a variety of visual expressions under the theme of “Perfect.”

 

The brand has been recognized not only for its conceptual depth and compelling storytelling, but also for its potential to support value-driven consumption—connecting Korean farmers and consumers through a meaningful design narrative.