Osulloc introduced a new tea house model offering diverse services and programs centered around customer experience. Evolving from a young and casual tea café, Osulloc has now become a professional tea brand shop, reflecting the heritage of Jeju—its place of origin. At the Osulloc Tea House located within the National Museum of Modern and Contemporary Art, visitors can enjoy a variety of teas and experience tea ceremony services.
Dedicated areas for scent testing, tea tasting, and mini tea classes have been created, allowing customers to experience a wide range of thoughtfully crafted teas and products. In addition, a variety of service tools have been developed to enhance this experience. The forms, colors, and materials used in facades, chairs, tables, display walls, and other fixtures have been thoughtfully chosen to reflect the heritage of Jeju, aiming to capture its humble and unembellished character.
Concept
Every aspect of the Osulloc brand embodies the spirit of Jeju and its carefully crafted tea culture. The Osulloc symbol represents the wind of Jeju, its tea fields, Hallasan Mountain, and the shape of a tea cup. For instance, the Korean logo features imagery inspired by the stonewall walkways and rising sun of Jeju. The naturally overlapping curves of Jeju’s tea fields are echoed in the patterns and wrappers of upcoming products, as well as in the facades of Osulloc stores.
Jeju is an island shaped by wind—its natural forms gentle and organic. Reflecting this regional characteristic, residents have traditionally stacked stones as tall as trees, adapting to the wind by tying them with cloth or rope. This motif is integrated into the space design. The image wall portrays the Jeju landscape through a stone wall gap; the wooden racks casually draped over meticulously built stone towers; the Osulloc chairs that embody the wisdom of Jeju craftsmanship with their simple yet functional design; and the furniture and cabinets inspired by traditional Jeju cedar—all express the distinctive identity of Osulloc. This identity sets it apart from other brands and is deeply rooted in the essence of Jeju.
