Summary
The design talent donation project, jointly led by the Amorepacific Welfare Foundation, Amorepacific Creative Center, university student volunteers, and local community centers, aims to rebrand aging restaurants in the Namyeongdong food alley. The project seeks to enhance the unique identity of the alley and support the sales growth of small businesses. Launched in 2019, the initiative selected the Korean restaurant Damjangee as its fourth partner this year. The restaurant reopened with a refreshed design that included updates to the exterior, branding, and menu book.
Concept
The goal was to make the food alley more accessible to customers and drive sales growth by pursuing a bright and rustic image that reflects Damjangee’s unique identity. To address the issue of decreasing lunchtime traffic caused by the previously dark and uninviting facade, the exterior was redesigned in warm white and brown tones. A new logo and menu book were also created to improve the clarity and communication of menu information.
– The outdated exterior materials and banners previously
gave the restaurant an untidy appearance and lacked clear business information.
NEW LOGO
– A simple yet dignified image of a seasonal cuisine specialty restaurant was expressed using a concise, weighty font.
– The initial consonant of the Korean word for “hanok” (traditional Korean house) was combined with the character “心” (heart)
to symbolize a traditional eave and convey the sincerity of the menu.
Menu book layout with the new logo
– Exterior windows were restored to allow natural light in, and indirect lighting was added to convey a clean, welcoming image.
– The brand’s authenticity is highlighted through slogans on the main entrance signage, and additional signage on the right side provides clear information about the restaurant and its offerings.
- Amorepacific Creatives
- 디자인
- 홍혜민, 류미림, 장은진
- 대학생 자원봉사자
- 김민지, 김성현, 유수연, 주연희
- 아모레퍼시픽복지재단
- 최지영
