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Case Studies:
VIPS
Premier
VIPS is Korea’s casual dining restaurant franchise, established in 1997. Since the 2000s, for over a decade, it maintained great popularity thanks to a booming trend in casual dining in Korea. However, as consumers’ tastes and consumption patterns changed, the demand for casual dining restaurants is not the same as before, and so the VIPS brand needed a time for change. We knew that it won’t be easy to renew the entire VIPS brand because of the extensive number of existing VIPS branches across the country. Also, there is still a stable and constant demand for casual dining restaurants today, for family outings and group gatherings.
The strategy then, that VIPS came up with, was to develop a high-end brand named VIPS Premier, and apply the new branding to some of the major cities in Korea with a flagship store concept. This project was carried out with the goal that the new brand would take the lead of the entire VIPS brand.
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Case Studies:
HDC and IPARK
Hyundai Development Company (HDC) is Korea's largest construction company, and IPARK is the name of a well-known resident apartment brand that they build. In keeping with the existing logos, we were asked to create their corporate identity and brand identity, as they had virtually no other design elements in their brand, other than a single logo.
We felt that the slab serif-based logo reflected the personality of the company well. The bold letterforms were reminiscent of Doric columns, and they looked confident. We started with this form, and from there we imagined a three-dimensional space and environment. We used isometric perspective to create new shapes and (virtual) architectural forms. Through this, we conveyed an identity system that defines the character of a company and brand, without going overboard with the design.
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Case Studies:
BIFAN
Project for BIFAN (Bucheon International Fantastic Film Festival) mainly consists of two large parts. First is to renew its identity including a new symbol and logotype along with the general graphic design system, and second is to make posters, banners, souvenir items and catalogue to promote its 20th anniversary.We focused on revealing BIFAN’s uniqueness that differentiates it from all the other film festivals, by emphasizing images of rich and dynamic adventures. Following such concept, a newly designed symbol for BIFAN is named ‘Cell of Fantasy’.
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Case Studies:
The Hyundai
This project is for Hyundai department store, one of the most widely known and established department stores in Korea. We took charge of the entire brand identity on the basis of already developed logo and color palette designed by Base Design NY. In order to represent the core concept of this branding project, duality, we designed a graphic motif of Dual H.
Korean logotype was also developed, including basic operation of refined / segmented color system. Application of this graphic covers all the possible contacts customers are faced with at the department store; from signage, shopping bags, guideline for DM or other printed editorial design, guideline for gift packaging, drinks packaging, ribbon design, price and origin tags, to parking tickets.
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