The rebranding of Slow Village conveys the historical significance of Makgeolli – Korean traditional rice wine. Once a companion of the working-class, it is now a “gentrified” drink for hipsters in their twenties. The redesign for Slow Village embraces both, the traditional and contemporary, association of Makgeolli with its multifaceted identity system. Like the drink itself, the design is accommodating for everyone to engage with the history of rice wine. The graphic motif inspired by the fermentation process visually conceptualizes the magical transformation of rice to wine.