Himnanda Burger
Location : Seongnam, Gyeonggi-do, Korea
Completed Date : October, 2021
Category : Restaurant
Photo : Donggyu Kim
※ ‘Himnanda’ is the English pronunciation of Korean ‘힘난다’, and its meaning is 'get strong'.
True Delight
Brands engage the public in various ways based on how they wish to appear to the consumers. However, it is difficult to determine how well consumers recognize a brand’s intended message. From the brand maker’s perspective, there seems to be a limitless variety of advantages and benefits the brand has to offer. But sometimes this large number of advantages can hinder the clear delivery of the intended principal message. Our “HIMNANDA BURGER” was such a brand with many advantages but one that could not deliver its intended core message to consumers.
“HIMNANDA BURGER” began with wellness in mind. Through carefully designed experiments and studies, the significance of a balanced diet became central to the brand, moving beyond the one-dimensional concept of food for weight loss. Unfortunately, because of this, the brand failed to appeal to consumers with the message that first and foremost, it tastes great. After decreasing the emphasis on the wellness food message consumers are familiar with, the brand reestablished itself as a flavorful food brand by embracing the true delight that is dining.
Pop : American Contemporary
Our main concern was making sure the consumers could experience the product’s flavor through the brand’s image before they even took their first bite. The motivation for the “HIMNANDA BURGER” restaurant’s interior design was vintage American style expressed though ‘Pop’, capturing the delightfulness of the brand’s message. We approached the redesign through the eyes of a chef creating a recipe, carefully considering how the brand’s original identity and colors could be best paired with the new concept. Like a scrumptious burger made of many ingredients to deliver a harmonious flavor, the space was designed to carry a consistent message down to the smallest detail, all the while staying sensible and multidimensional.
A Flavorful Dining Experience
Ultimately, the most important message “HIMNANDA BURGER” must deliver to its consumers is a flavorful dining experience. We believe that the act of eating is more than just supplying the body with the nutrients it needs; its an act that triggers a variety of emotions. When consumers dine at “HIMNANDA BURGER”, we wish for them not an emotionless act of consumption, but rather a rich and meaningful dining experience, filled with joy and delight, if only for a short while. That’s the kind of brand we want to become.
