The ideation stems from the dissonance I often felt with my dual identity as a Korean American. I would find myself adapting to the environment around me in order to be more American or more Korean. The imagery of the chameleon is a symbol and metaphor of my then shape-shifting identity. I also wanted to play on the word soju, a Korean alcoholic beverage, with my last name (Cho, but pronounced Jo in Korean).

Below are some preliminary sketches of how this label came to life along with some close-ups of the final label.