Hite Jinro Beverage gives Black Barley first package redesign in 9 years

Hite Jinro Beverage announced Friday it is overhauling the package design of Black Barley, its roasted black barley tea brand, to strengthen the brand's image.

The redesign is the first since the product launched in December 2017 — a span of nine years. The company said it focused on reflecting the tastes and lifestyles of younger consumers while preserving Black Barley's identity as a rich, savory drink.

The new packaging features a cleaner typeface and updated logo for a more refined look. The bottle's grain-sprig silhouette has been retained, but the overall shape has been slimmed down for a better grip. A shorter label further emphasizes the product's refreshing quality.

The redesign also unifies the look across all four Black Barley varieties — Original, Light, Dark Roast and Nurungji — to reinforce a cohesive brand identity.

Hite Jinro Beverage said it aims to establish Black Barley as an everyday beverage that consumers reach for based on personal taste and lifestyle.

To broaden its reach among younger consumers, the company will also launch a new online video campaign. Built around the message "Black Barley, my way," the campaign shows the drink being enjoyed across a range of daily settings — relaxing, exercising, eating, studying and working. The videos will feature a visual transition from the old packaging to the new design to highlight the rebrand.

"This redesign refreshes Black Barley's brand image in line with shifting consumer preferences, while staying grounded in the identity the brand has built over the years," a company official said. "We will continue to expand how we communicate with our audience."