Identity design for Café Low Roof in Gahoe-dong, Seoul, Korea, a harmonious blend of East and West
The Café Low Roof in Gahoe-dong is a space where Korean and European architecture and food cultures coexist, with the modern café building and traditional hanok 'Hwigyumjae' behind it, creating a harmony between East and West. Double D designed the experience of the café space to be culturally contextualized by establishing an identity system that would be consistently applied across various applications and signage.

A logotype visualizing a low roof
Inspired by the hanok name 'Hwigyumjae', which emphasizes the humble attitude of humbling oneself, Double D proposed the café name 'Low Roof' and developed a logotype that visualizes the structure of a low roof. We used the Extended typeface with an extended aspect ratio to reflect the impression of 'low', and adjusted the position of the text and the space between the letters to shape the roof and find a sense of balance, without any ancillary graphic elements. We also created an logo(shortened) that utilizes the 25-degree angle of the main logo, considering its versatility in various applications.

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Illustrations and unique package experiencesthat pay homage to 'Ship jangsaeng do'
Hwigyumjae is a hanok that rests under low eaves overlooking a courtyard. To match this, we paid homage to the Ship jangsaeng do, a Taoist painting. Through the illustrations, customers can experience Hwigyum's values. For the packaging, we used a subtle off-white color as a background with a Korean feel. The red-colored graphics, which mimic the roof-end tiles of a roof tile, were designed to be used for stamping or application on coupons, while the blue-colored illustrations were designed to be used independently. The exterior and interior of the single box were used to colorfully enhance the opening experience of the package.

A color that symbolizes the tiles of a hanok
We chose to use blue as the main color, which is both modern and accentuating, and mixed it with black and white to create a calm yet vibrant mood. We also used red fluorescent colors to accentuate the graphics that mimic traditional patterns.