The Fourth Night - Brand Identity Design

The Fourth Night (제사의 밤)

Brand Identity Design

<The Fourth Night> is a restaurant that connects the living and the deceased. In Korea, ancestral rites, called "jesa," involve preparing and offering food to the deceased, traditionally observed by families gathering during holidays to pay respects to their ancestors. However, as time goes by, the significance of these rites has diminished, and there is an increasing perception that they are unnecessary. <The Fourth Night> serves as a multicultural space where both the living and the deceased are welcomed, transforming the ancestral rites, which are now often neglected by modern people, into a time of hospitality.

<The Fourth Night> relieves the burden of preparing the ceremonial space and setting up the ancestral table. Instead, customers can personally select incense, music, beverages, and food, placing them on a special tray, which creates a one-of-a-kind ancestral table. By departing from the traditional method, this venue offers a rational and convenient way to observe ancestral rites while allowing customization to suit individual preferences. Moreover, for those who long to reminisce and reunite with departed family members, friends, pets, or acquaintances, <The Fourth Night> provides a sincere and heartwarming space for reunions.

Logo System

The most important ritual in ancestral rites is the act of burning incense, which is a ceremony to call upon the deceased. The wordmark is designed in the style of calligraphy, depicting the smoke of incense as a symbol.

Color System

In Korea, valuable items and furniture have been traditionally adorned using mother-of-pearl inlays. Drawing inspiration from this, <The Fourth Night> incorporates the colors of mother-of-pearl, which vary with light, as the brand's color palette, creating an elegant and traditional image. Furthermore, it sets the stage for a supernatural space where the living and the deceased come together.

Typography

Typography is a crucial element that showcases a brand's consistent identity. <The Fourth Night> emphasizes an aura of Eastern mystique by employing calligraphy-style fonts that harmonize with its wordmark.

Pattern System

A folding screen is a traditional Eastern partition used to block wind or create spatial divisions. During solemn ceremonies such as ancestral rites, placing a folding screen adds an air of reverence to the occasion. The graphic pattern combines the appearance of a unfolded folding screen with the traditional raindrop pattern found in Korean traditional windows, creating a design that can be used as a backdrop for various objects.

Graphic Source

The key visual of <The Fourth Night> is mother-of-pearl. Taking inspiration from traditional mother-of-pearl art forms, natural elements such as the sun, clouds, flowers, and butterflies are graphically represented and used to decorate various objects within <The Fourth Night> setting.

Customizing Service : Nacre Box

Modern individuals feel a sense of being genuinely cared for when they are presented with products tailored to their preferences. <The Fourth Night> aims to design a new ancestral rites culture by incorporating this concept. Customers can personally select the incense, music, beverages, and food that the deceased loved during their lifetime, and upon placing them on a special tray, <The Fourth Night> creates a unique ancestral table exclusively dedicated to the customer.