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2021.05
HIGH HOLBORN
하이홀본
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CLIENT
하이홀본
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INDUSTRY
F&B -
SERVICE
Brand Identity
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THE CLIENT
클라이언트
The owner-chef Choi Seung Jae of High holborn used to travel along with the history of spices and joined the LSE High Holborn dormitory in London, where people around the world gather. Among people in various fields such as music, food, fashion, and design, he permeated High holborn as a cook and presented the world’s cuisine.
하이홀본의 오너 최승재 셰프님은 향신료의 역사를 따라 여행하다 마지막 종착지, 영국의 런던에서 깊은 감동을 받아 세계 각국의 사람들이 모이는 LSE하이홀본 기숙사에 입사했습니다. 음악과 음식, 패션과 디자인 등 다양한 분야의 사람들 사이에서 요리사로서 하이홀본에 스며들어 세계의 요리를 선보였습니다. 그 경험이 녹아든 런던의 골목길 하이홀본이 떠오르는 핫플레이스 금호동에서 새롭게 재탄생합니다.
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THE OBJECTIVE
목적
We have been inspired by a street with the highest point in London, High Holborn, and reinterpreted it into a casual wine bar in Seoul with London's free and artistic vibes. A British casual dining brand with wine pairings gives people an exceptional experience more than just a conventional wine bar. High holborn proposes a new communication pool for artsy people with fashion, music, art, etc. Moreover, Hh's recipe has been customized to capture the taste of Koreans with a modern twist of British dishes.
자유로운 예술의 도시 런던, 하이홀본 거리에서 영감을 받은 하이홀본은 캐주얼한 브리티쉬 와인 다이닝 브랜드입니다. 와인바 그 이상의 공간을 제안하며 자신만의 취향을 가진 감각적인 사람들의 새로운 커뮤니티 공간입니다. 하이홀본의 특별한 메뉴는 영국의 식문화를 한국의 로컬재료로 재해석한 커스터마이징 메뉴를 선보입니다.
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THE SOLUTION
해결방안
We analyzed the case studies and trends of wine-dining brands to derive identity systems, and established a identity system through brand slogans, applications, and signage designs. We have been inspired by a street with the highest point in London, High Holborn, and reinterpreted it into a casual wine bar in Seoul with London's free and artistic vibes. A British casual dining brand with wine pairings gives people an exceptional experience more than just a conventional wine bar. High Music, High Taste, High Society is a brand essence and slogan of High Holborn that suggests a cultural space where music, taste, and stories travel. We have built a simple and scalable main graphics system through typography design that uses word marks in high + something flexible. A photo graphic motif that combines the rainy London street mood with the brand color of High Holborn expresses the cool and sensuous atmosphere of High Holborn.
우리는 와인다이닝 브랜드의 케이스스터디와 트렌드를 분석해 아이덴티티 시스템을 도출하고, 브랜드의 슬로건과 어플리케이션, 사이니지 디자인을 통해 통일된 브랜드 통합 시스템을 구축하였습니다. 문화예술의 도시, 런던의 하이홀본의 다양성과 로컬 재료로 독특하게 재해석한 하이홀본 와인 다이닝만의 특색있는 음식을 리드미컬하게 커스터마이징한 타이포그래피를 통해 시각화합니다. ‘High music, High taste, High society’는 High holborn의 브랜드 에센스이자 슬로건으로 음악, 맛, 이야기가 오가는 문화공간을 제안합니다. 워드마크를 High + something으로 풀어 flexible하게 활용한 타이포그래피 디자인을 통해 간결하고 확장성있는 메인 그래픽 시스템을 구축하였습니다. 비오는 런던 거리의 무드를 하이홀본의 브랜드 컬러와 결합한 사진 그래픽 모티브를 통해 쿨하고 감각적인 하이홀본의 분위기를 표현합니다.
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