2023 ‘Yonggeummaek Festival’ Rebranding at Yongsan Yongmun Market — Yongsan Commercial District Revitalization
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
We considered upgrade points by enhancing the positive aspects from last year’s festival and improving the areas that were lacking.
We addressed issues such as insufficient trash bin placement and hygiene concerns, inadequate guidance for event and beer booth locations, and operational inconveniences, including poor consideration of customer flow.
We aimed to ensure that visitors could fully recognize the identity of the Yongmun Market “Yonggeummaek Festival” by developing a simple and intuitive design that considers all elements customers will encounter, from signage and printed materials to uniforms, tables, beer booths, and store-specific carts.
(Left) 2022 Yonggeummaek Festival site
(Right) 2022 Yonggeummaek Festival poster and design materials
(Right) 2022 Yonggeummaek Festival poster and design materials
The concept is an autumn night where everyone, from
their 20s to 60s, regardless of gender or age, enjoys the
Yonggeummaek Festival, where everyone feels young
again. We aimed to create a space where everyone, from
merchants to customers, can enjoy themselves—a space
for communication where everyone can interact. Even as
Yongmun Market modernizes, we hope to preserve the
traditional market’s values, which we have expressed
through a logo made from the handwriting of market
merchants. This was combined with “yellow,” symbolizing
beer, and “navy blue,” symbolizing the night market and
Yongmun Market, as the overall design concept. We
organized the layout to improve clarity in conveying
information such as festival guidelines and menus, and
we developed pictograms to enhance the identity design.
their 20s to 60s, regardless of gender or age, enjoys the
Yonggeummaek Festival, where everyone feels young
again. We aimed to create a space where everyone, from
merchants to customers, can enjoy themselves—a space
for communication where everyone can interact. Even as
Yongmun Market modernizes, we hope to preserve the
traditional market’s values, which we have expressed
through a logo made from the handwriting of market
merchants. This was combined with “yellow,” symbolizing
beer, and “navy blue,” symbolizing the night market and
Yongmun Market, as the overall design concept. We
organized the layout to improve clarity in conveying
information such as festival guidelines and menus, and
we developed pictograms to enhance the identity design.
LOGO
A logo utilizing the handwriting of the Yongmun Market
Merchants’ Association. We collected handwritten letters
from the Yongmun Market Merchants’ Association,
selected a font that exudes professionalism and
confidence, and transformed it into a logo. Like a letter
written one character at a time, we aimed to convey the
warm, customer-friendly atmosphere of the market.
Merchants’ Association. We collected handwritten letters
from the Yongmun Market Merchants’ Association,
selected a font that exudes professionalism and
confidence, and transformed it into a logo. Like a letter
written one character at a time, we aimed to convey the
warm, customer-friendly atmosphere of the market.
ICON / PICTOGRAM
We developed a main icon in both Chinese characters
and English to better convey the meanings of “dragon,”
“gold,” and “beer,” and applied them as design
elements to various printed materials to minimize
customer confusion and for use on signage.
and English to better convey the meanings of “dragon,”
“gold,” and “beer,” and applied them as design
elements to various printed materials to minimize
customer confusion and for use on signage.
APPLICATION DESIGN
Beer coupons, ID cards, X-banners, and adult
verification bracelets were designed using the beer
gradient color as a sub-graphic.
Uniforms feature
dragon, gold, and beer icons, allowing vendors to
customize them according to their preferences.
verification bracelets were designed using the beer
gradient color as a sub-graphic.
Uniforms feature
dragon, gold, and beer icons, allowing vendors to
customize them according to their preferences.
MAP & DIRECTION SIGNAGE
To help customers visiting the Yonggeummaek Festival navigate the area comfortably, we have installed directional signs on every street, and beer booths suitable for the characteristics of each space have been set up at intersections and key points to ensure the festival runs smoothly without confusion.
MAP & DIRECTION SIGNAGE
To help customers visiting the Yonggeummaek Festival
navigate the area comfortably, we have installed
directional signs on every street, and beer booths
suitable for the characteristics of each space have been
set up at intersections and key points to ensure the
festival runs smoothly without confusion.
navigate the area comfortably, we have installed
directional signs on every street, and beer booths
suitable for the characteristics of each space have been
set up at intersections and key points to ensure the
festival runs smoothly without confusion.
BEER BOOTH, PHOTO ZONE
The beer booth also utilizes the Yonggeummaek identity
colors of yellow and navy, and signage featuring the
symbol has been installed so that the beer booth can be
easily spotted from a distance, even in the bustling
market environment. Since the intersection in front of
Bukyeong Nongsan is accessible from all directions, the
booth was designed as an open circular shape
accessible from all sides. The beer booth in front of
Beauty House, which is the main booth with a photo
zone, has been enlarged in size, and the walls were
constructed on three sides to match the street layout to
ensure smooth operations even when many customers
gather. Additionally, mini booths were installed in
narrow alleys so that customers purchasing food
outside the main alley can easily pick up their beer.
colors of yellow and navy, and signage featuring the
symbol has been installed so that the beer booth can be
easily spotted from a distance, even in the bustling
market environment. Since the intersection in front of
Bukyeong Nongsan is accessible from all directions, the
booth was designed as an open circular shape
accessible from all sides. The beer booth in front of
Beauty House, which is the main booth with a photo
zone, has been enlarged in size, and the walls were
constructed on three sides to match the street layout to
ensure smooth operations even when many customers
gather. Additionally, mini booths were installed in
narrow alleys so that customers purchasing food
outside the main alley can easily pick up their beer.
STREET FOOD STANDS
The carts used by each store are provided by Yongmun
Market from various markets and therefore vary in shape,
size, and base color. We designed them to maintain a
consistent appearance for customers by incorporating a
unified design. Similar to the beer booth, the upper part is
yellow, the lower part is navy blue, and the logo structure,
including the store name and main menu, is prominently
displayed and clearly visible at the top of the stand.
Market from various markets and therefore vary in shape,
size, and base color. We designed them to maintain a
consistent appearance for customers by incorporating a
unified design. Similar to the beer booth, the upper part is
yellow, the lower part is navy blue, and the logo structure,
including the store name and main menu, is prominently
displayed and clearly visible at the top of the stand.
ESG
Visitors who bring their own tumblers receive a free beer,
and we will provide reusable cups as event prizes, among
other initiatives.
Through efforts to reduce plastic use, we
have planned the event to become an eco-friendly festival.
and we will provide reusable cups as event prizes, among
other initiatives.
Through efforts to reduce plastic use, we
have planned the event to become an eco-friendly festival.
The Yonggeummaek Festival at Yongsan Yongmun Market, filled with the efforts of participating merchants and the joy of visitors,
is hoped to continue evolving each year, injecting vitality into the local economy and serving as a representative brand that connects with customers.
is hoped to continue evolving each year, injecting vitality into the local economy and serving as a representative brand that connects with customers.
The Yonggeummaek Festival at Yongsan Yongmun Market,
filled with the efforts of participating merchants and the
joy of visitors, is hoped to continue evolving each year,
injecting vitality into the local economy and serving as a
representative brand that connects with customers.
filled with the efforts of participating merchants and the
joy of visitors, is hoped to continue evolving each year,
injecting vitality into the local economy and serving as a
representative brand that connects with customers.
- Amorepacific Creatives
- Design / Planning
- Noah Shin 신노아, Jiwan Shin 신지완
- Planning / Operations
- CSR팀 Woori Na 나우리
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