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2022.12
HJ MARINA CAFE
HJ 마리나 카페
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CLIENT
(주)HJ레저개발
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Packaging
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THE CLIENT
클라이언트
HJ MARINA CAFE & BAKERY is a new brand from HJ Leisure Development located within the HJ MARINA (pier) along the Bukhangang River. Situated atop the ripples of the Bukhangang River, this unique café offers a panoramic view of the beautiful scenery, allowing visitors to experience the excitement of travel along with the tranquility of nature. It serves as an iconic bakery café, providing unforgettable memories and relaxation in a setting that floats gracefully on the waters of the Bukhangang River.
HJ MARNIA CAFE & BAKERY는 북한강에 위치한 HJ레저개발의 신규 브랜드인 HJ MARINA(선착장) 안에 위치한 카페 & 베이커리입니다. 북한강 물결 위에 부유하는 유니크한 카페로 아름다운 풍경을 파노라마 뷰로 경험할 수 있고 여행의 설렘과 자연의 평온함과 함께 잊혀지지 않을 추억과 휴식을 선사하는 아이코닉한 베이커리 카페이자 휴식처입니다.
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THE OBJECTIVE
목적
HJ MARINA CAFE & BAKERY, nestled within the pier of HJ MARINA symbolizing the beginning and end of a journey along the Bukhangang River, is a bakery café that exudes a sense of emotion, encompassing the excitement and memories associated with travel. It stands as a new space where individuals and families alike can relish in leisurely and unique moments, experiencing the changing seasons through all the senses. We aim to convey a brand mood that is both unique and comforting, resonating with people of all ages. Moreover, as a look and feel that seamlessly aligns with the intrinsic elements of the 'HJ MARINA' brand image, this bakery café proposes an unconventional charm that harmoniously connects with its essential nature.
HJ MARINA CAFE & BAKERY는 북한강 여행의 시작과 끝을 의미하는 선착장(HJ MARINA) 안에 위치한 베이커리 카페로서, 여행의 설렘과 추억 등의 감성이 가득한 공간입니다. 사계절의 변화를 오감으로 경험하며 여유롭고 특별한 휴식을 누릴 수 있는 새로운 공간으로서, 가족단위와 남녀노소가 모두 공감할 수 있는 유니크하면서도 안락한 브랜드 무드를 전달하고자 합니다. 또한, 본 베이커리 카페가 가지는 중요한 본질적인 요소 중 하나인 ‘HJ MARINA’의 브랜드 이미지와도 자연스럽게 연결되는 룩앤필로서, 이질적이지 않은 색다른 매력을 제안합니다.
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THE SOLUTION
해결방안
YNL Design has established a unique brand identity for this bakery cafe by capturing the breathtaking scenery of the Bukhangang River through non-conventional, poetic, and artistic graphic motifs. Drawing inspiration from the works of artist Kim Hwan-ki, renowned for interpreting Korean sentiment through distinctive abstract art, we sought to emphasize the aesthetics of tranquility and simplicity derived from nature, portraying the artistic inspiration one can find in the natural world. The composition of nature, including the sky, ripples, and small pebbles beneath the river, is abstractly represented, highlighting the natural textures of hand-drawn illustrations to convey a sense of peaceful relaxation within nature. In terms of color, we adopted the HJ MARINA color system, intending to offer customers a unique freshness that reflects the essential characteristics of a cafe situated at the pier. Typography also plays a pivotal role, with handwritten script selected as the main English title font, symbolically representing memories and leisure in the cafe, emphasizing the unique bakery cafe mood that brings various inspirations to life.
YNL Design은 본 베이커리 카페에서 볼 수 있는 아름다운 북한강의 풍경을 비일상적이고 서정적인 감성이 담긴 내추럴하고 아티스틱한 그래픽 모티브로 표현해 유니크한 브랜드 아이덴티티를 정립하였습니다. 한국적인 정취를 독보적인 추상미술로 풀이한 김환기 작가의 작품에서 영감을 받아 자연이 주는 여유와 덜어냄의 미학을 강조하고, 자연을 통해 얻을 수 있는 예술적 영감을 표현하고자 했습니다. 자연을 구성하는 하늘과 물결, 강 밑에 깔린 작은 조약돌을 추상적으로 표현하고 핸드드로잉의 자연스러운 텍스처를 강조해 자연 속 평온한 휴식을 전달하고자 했습니다. 컬러 또한 HJ MARINA의 컬러 시스템을 차용해 선착장에 위치한 카페라는 본질적 특징을 고객에게 색다른 신선함으로 선사하고자 했습니다. 타이포그래피 또한 카페에서의 추억과 여유를 상징적으로 표현하는 필기체를 메인 영문 타이틀 서체로 선정해 삶에 다양한 영감을 선사하는 유니크한 베이커리 카페 무드를 강조하였습니다.
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