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HB01 Cafe Brand eXperience Design

Tangible. ㅤ
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Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design




HB01 (Haebang gongwon)
Cafe Branding


Studio Tangible conducted a brand identity project for HB01, a new bakery café brand launching near Yongsan Haebangchon. Seeking to express a carefree image of daily life and the relaxed atmosphere of a café, we utilized a character, "Haebang", reflecting the free and creative image befitting the brand name "Haebang" meaning freedom in Korean.

The blue and pink drawing line symbolizes the freedom of Haebang, momentarily escaping from the constraints of daily life. The initial "h" decorating Haebang's bangs signifies his enjoyment of life to the fullest.
Through the brand identity of illustration technique, Tangible depicted HB01 as an open space for everyone, where café extends enjoyable and relaxing experiences.
Haebang's unique story, portrayed with wit in various materials effectively conveys the brand's mood.

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스튜디오 텐저블은 용산 해방공원 부근에 새롭게 런칭하는 베이커리카페 브랜드 HB01의 브랜드
아이덴티티 프로젝트를 진행했습니다. 일상 속 자유로운 이미지와 여유로운 카페의 무드를 감성적으로 표현하는 방안으로 캐릭터를 활용하고자 했으며, 브랜드 네임 ‘해방’답게 자유롭고 독창적인 이미지를 나타내는 ‘해방이’를 개발하였습니다.

블루&핑크 드로잉 라인은 일상의 속박으로부터 잠시나마 벗어난 해방이의 자유로움을 상징합니다.
해방이의  앞머리를 장식하는 이니셜 h는 그가 자신의 삶을 오롯이 즐기고 있음을 나타냅니다. 
텐저블은 일러스트레이션 기법의 브랜드 아이덴티티를 통해 HB01 브랜드가 누구에게나 열려 있는
공간으로, 이 곳에서의 만남과 휴식이 보다 감각적이고 즐거운 경험이 될 수 있도록 표현했습니다.
해방이만의 스토리는 한편의 일러스트 책자처럼 힘을 빼고 여유를 더한 드로잉으로
다양한 매터리얼에 위트 있게 표현되어 브랜드만의 무드를 효과적으로 전합니다.


Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design


Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design


Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
Coffee cafe branding package design ILLUSTRATION Drawing Cafe design bakery brand identity Character design
HB01 Cafe Brand eXperience Design
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HB01 Cafe Brand eXperience Design

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