OUT OF ORDINARY Brand Experience Design

Overview

Café OOO is located on the east-side of Jeju Island and it is beautifully sea-sided with scattered basalt rocks. Theme is to not only function as an café, but to let customers experience Jeju Island’s beautiful nature while visiting Café OOO. Thus, we conceptualized Jeju Island's nature elements to visualize brand’s identity. Jeju Island’s unique basalt rock's shape and texture inspired to identify brand’s core visual concept. We set Jeju Island’s nature elements to be the core of brand identity.This made the brand to have an exclusive characteristic while maintaining the customers to experience Jeju Island’s nature.

Process

Many tourists from home and abroad visit Jeju Island to see the volcanic atmosphere of Jeju Island. Naturally, it is a windy area and have a lot of basalt. Because of this, Jeju Island has many basalt walls built with basalt to block wind. In the design process, these factors were notably considered. Brand identity associates with Jeju Island’s own cultural heritage: basalt rock house fence, to maintain visitors unique experience every time they visit Jeju Island.

Brand Naming

Jeju Island is one of the traveling landmarks in South Korea. Cafe OOO branding name embodies Jeju’s nature and provides cafe space that people can enjoy a cup of coffee and have a healing sensation from busy lifestyle.

Brand Essence

OOO brand essence was set up by defining the local elements of Jeju, who are the customers who visit OOO, and how to convey brand-likeness to them and make them a space that interacts with Jeju's nature. OOO provides a comfortable resting place for customers who leave their tired daily lives and come to Jeju. OOO brand essence provides them with the sensitivity to enjoy a comfortable rest in Jeju through organic action with Jeju nature, not a cafe space separated from Jeju nature, by maintaining the experience of Jeju nature within the cafe.

Brand Core Value

Design Principle & Graphic Motif

Café OOO identity is the combinations of Jeju Island’s natural elements. Texture of basalt rock is imbedded into the logo. Basalt rock fence is also applied into Café OOO application to show Jeju Island’s nature characteristics. Also, the logo shape is intended to be as simple as possible to emphasize its calm neutral feels. For the business card, upper edge is cut out to directly represent the rock fence shape. Through these kind of design expressions, these help Café OOO to effectively drew customers to have continuous sense of their own unique Jeju Island’s experience through Café OOO.

Brand Mark

Café OOO extended applications expresses Jeju island’s natural elements: basalt rock and rock fence.

These make Café OOO not just as an ordinary coffee shop, but also serves as a medium for Jeju Island’s nature experiencing service space, which delivers the brand's own identity: Nature of Jeju Island. Business cards, stickers, and other goods serve as a special souvenir for customers to symbolize their experience. It also expands their care for Jeju Island and Café OOO at the same time which is an effective business strategy.

Typeface

A large number of cafes in Jeju Island are focused on providing a resting place and coffee. Moreover, most of their brand identities are based on the interior that has no relation to their surrounding nature. This project is created to give Jeju Island and Café OOO visitors more nature-related sensations. The project approaches to make visitors feel like they are in the actual Jeju Island’s nature scenic, which will help Café OOO brand to be more recognizable and memorable.