Chwi Hyang Gwan

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CHWI HYANG GWAN

BRAND IDENTITY DESIGN

NAMED conducted the brand identity design of the culture salon brand 'Chwi Hyang Gwan'. Branding of 'Chwi Hyang Gwan' was conducted with the restoration of modern salon culture in mind. It started as a motif in the 1970s-80s, an important point in modern Korean history and an era in which popular culture was established. In this period, based on the rapid economic growth, the youth culture is born, the people's cultural movement is actively developing, and it is also close to the time of pure intellectuals' cultural and artistic activities. One of the examples that we noticed was Mr. Han Ki-gi, the publisher of the first Korean-language magazines in the form of 'Korean Trees with Deep Roots' and 'Water with Deep Springs'. The structural and geometric logo of the 'Chwi Hyang Gwan' logo was conducted with the aforementioned magazine as a motif, and various other applications were also reinterpreted and modernized to reflect the atmosphere of the times.

Project

CHWI HYANG GWAN. Brand Identity
2018
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Client
KIT STUDIO

Creative Direction

named

Branding

Brand Identity Development – named

Space Programing – BYARCHI

Verbal & Visual Identity Design – named

Graphic Design – named

Signage & Environmental Graphic – named

Design & VMD Direction – named