2023 용산용문시장 ‘용금맥 축제’ 리브랜딩
Summary
Amorepacific and Sookmyung Women’s University signed a bilateral MOU to collaborate on projects to revitalize the Yongsan area, and the first project was the rebranding of Yongmun Market’s Yonggeummak Festival. The rebranding project was carried out by AP Creative Center, CSR Team, Sookmyung Women’s University Campus Town, and Sookmyung Women’s University Project Team Vibreath. The Creative Center was invited to participate in the project by the CSR team, CP, and wanted to establish a festival identity that captures the authenticity and values of the Yonggeummak Festival to differentiate it from other market festivals, and to design a branding that will continue its reputation in the future. The Yonggeummak Festival, which was first held last year, is short for ‘Yongmun Market Gold Beer Festival’ and was held for three weeks from Friday, October 6, 2023, for a total of six Fridays and Saturdays from 5 to 10 pm.
Concept
Based on reviews from last year’s festival, we identified key areas for improvement—enhancing what worked well and addressing what didn’t.
Issues such as insufficient trash bin placement, hygiene concerns, unclear guidance for event and beer booth locations, and poor consideration of customer flow were carefully reviewed and resolved.
To ensure visitors clearly recognize the identity of the Yonggeummaek Festival at Yongmun Market, we developed a clean and intuitive design system that covers every customer-facing touchpoint—from signage and printed materials to uniforms, tables, beer booths, and vendor carts—giving the festival a cohesive and refreshed visual identity.
(Left) 2022 Yonggeummaek Festival site (Right) 2022 Yonggeummaek Festival poster and design materials
The concept centers on an autumn night where everyone—from their 20s to 60s, regardless of age or gender—comes together to enjoy the Yonggeummaek Festival, a celebration where everyone feels young again.
Our goal was to create a space of connection and joy, where both merchants and visitors can participate and engage equally.
As Yongmun Market continues to modernize, we aimed to preserve the spirit of the traditional market.
This intention was visually captured through a logo created using the handwritten lettering of market vendors.
For the overall design concept, we chose yellow to represent beer and navy blue to reflect both the night market and Yongmun Market itself.
To improve clarity in communication—such as festival information and menu details—we refined the layout and developed a set of custom pictograms, strengthening the festival’s identity and improving the overall experience.
LOGO
The logo was created using the handwriting of members of the Yongmun Market Merchants’ Association.
We collected handwritten samples from the merchants themselves and selected a style that felt
sincere, composed, and full of confidence. Like a heartfelt letter written one character at a time,
the logo aims to capture and express the warm, welcoming spirit of the market—one that greets every customer with genuine care.
We collected handwritten samples from the merchants themselves and selected a style that felt
sincere, composed, and full of confidence. Like a heartfelt letter written one character at a time,
the logo aims to capture and express the warm, welcoming spirit of the market—one that greets every customer with genuine care.
ICON / PICTOGRAM
We developed a main icon using both Chinese characters and English to clearly convey the meanings of “Dragon,” “Gold,” and “Beer.”
These icons were applied as design elements across various printed materials and display fixtures.
Additionally, we created a set of custom pictograms—for wayfinding, restrooms,
and more—to minimize visitor confusion and applied them consistently throughout the festival signage.
These icons were applied as design elements across various printed materials and display fixtures.
Additionally, we created a set of custom pictograms—for wayfinding, restrooms,
and more—to minimize visitor confusion and applied them consistently throughout the festival signage.
APPLICATION DESIGN
We designed beer coupons, ID cards, X-banners, and adult verification wristbands using
a beer-inspired gradient color as a secondary graphic element.
For the uniforms, we incorporated the Dragon/Gold/Beer icons in a customizable format,
allowing merchants to personalize their attire according to their individual preferences.
a beer-inspired gradient color as a secondary graphic element.
For the uniforms, we incorporated the Dragon/Gold/Beer icons in a customizable format,
allowing merchants to personalize their attire according to their individual preferences.
MAP & DIRECTION SIGNAGE
To help visitors navigate the Yonggeummaek Festival with ease, directional signage was installed throughout the streets.
Beer booths tailored to the characteristics of each location were placed at
intersections and key points, ensuring the festival runs smoothly and without confusion.
MAP & DIRECTION SIGNAGE
To help visitors navigate the Yonggeummaek Festival with ease, directional signage was installed throughout the streets.
Beer booths tailored to the characteristics of each location were placed at intersections and key points, ensuring the festival runs smoothly and without confusion.
BEER BOOTH, PHOTO ZONE
The beer booths were designed using the Yonggeummaek Festival’s signature colors—yellow
and navy—to ensure strong visual identity. Symbol-based signage was installed at
the top of each booth, making them easily recognizable even in the bustling market atmosphere.
At the three-way intersection in front of Bukyeong Nongsan, a circular
open booth was designed for accessibility from all directions. The main booth,
located in front of Beauty House and paired with a photo zone, was built on a larger scale
with three-sided walls to align with the street layout, allowing for smooth operation even during peak hours.
Mini booths were also set up in narrow alleys, enabling visitors who purchase
food in less trafficked areas to conveniently pick up their beer without needing to return to the main alley.
and navy—to ensure strong visual identity. Symbol-based signage was installed at
the top of each booth, making them easily recognizable even in the bustling market atmosphere.
At the three-way intersection in front of Bukyeong Nongsan, a circular
open booth was designed for accessibility from all directions. The main booth,
located in front of Beauty House and paired with a photo zone, was built on a larger scale
with three-sided walls to align with the street layout, allowing for smooth operation even during peak hours.
Mini booths were also set up in narrow alleys, enabling visitors who purchase
food in less trafficked areas to conveniently pick up their beer without needing to return to the main alley.
STREET FOOD STANDS
The carts used by each store were rented from various markets through Yongmun Market,
resulting in differences in shape, size, and base color. To ensure a cohesive look and
consistent brand experience for visitors, we applied a unified design across all carts.
Mirroring the beer booth design, the carts featured a yellow upper section and
a navy lower section, along with a consistent logo structure.
The store name and main menu were prominently displayed at the top, making them easily recognizable to customers.
resulting in differences in shape, size, and base color. To ensure a cohesive look and
consistent brand experience for visitors, we applied a unified design across all carts.
Mirroring the beer booth design, the carts featured a yellow upper section and
a navy lower section, along with a consistent logo structure.
The store name and main menu were prominently displayed at the top, making them easily recognizable to customers.
ESG
To promote sustainability, we offered a free beer to visitors who brought their own tumblers and provided reusable
cups as event prizes—part of our effort to reduce plastic use and transform the festival into an eco-friendly event.
cups as event prizes—part of our effort to reduce plastic use and transform the festival into an eco-friendly event.
The Yonggeummaek Festival at Yongsan’s Yongmun Market was brought to life by the dedication
of local merchants and the vibrant energy of its visitors. We hope it continues to grow each year,
revitalizing the local economy and becoming a leading festival that fosters meaningful connections with the community.
of local merchants and the vibrant energy of its visitors. We hope it continues to grow each year,
revitalizing the local economy and becoming a leading festival that fosters meaningful connections with the community.
The Yonggeummaek Festival at Yongsan’s Yongmun Market was brought to life by the dedication of local merchants and the vibrant energy of its visitors.
We hope it continues to grow each year, revitalizing the local economy and becoming a leading festival that fosters meaningful connections with the community.
- Amorepacific Creatives
- Design / Planning
- Noah Shin 신노아, Jiwan Shin 신지완
- Planning / Operations
- CSR팀 Woori Na 나우리
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