• T  H  E     I  D  E  N  T  I  T  Y
     
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    “빙수터” (Bingsuteo) is a fictional Korean café that sprouted from my love for patbingsu, a Korean ice dessert. While "teo" simply denotes ground or land, the name is translated as Bingsu Playground to add more fun to the brand, as playground in Korean also ends with "teo". To reflect the Korean culture and its historical roots, I drew inspiration from vintage photographs and traditional Korean architecture. The collages are made from the photographs that I took while I was in Korea, which I have manipulated through both traditional and digital methods. On these rustic textures, I incorporated clean, minimalistic aesthetic to add a hint of modernity to the brand. 
     

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    The logo is in Korean Hangul, a custom typeface that I designed. The subtle flares on the type add playfulness that contrast with the overall calm and minimal design. To add variety to the packaging design, I came up with main categories & flavors of bingsu, including rice cakes, fruits and indulgence snacks such as chocolate. Each packaging has a unique seal inspired by the traditional symbols in Korean architecture.  
     

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