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The Hyundai Department Store by Studio fnt, South Korea

Opinion by Richard Baird.

Branding for South Korean department store The Hyundai by graphic design company Studio fnt

The Hyundai is a well-known, well-thought-of and well-established South Korean department store that this year will celebrate its 44th anniversary. To coincide with this, The Hyundai launched a new brand identity system developed by Seoul graphic design company Studio fnt. This builds on the logotype and colour palette created by New York’s Base Design earlier in 2015, and introduces a Korean logotype, patterns, geometric sans-serif typography, monolinear iconography and foil print finishes across business cards, price tags, stationery, packaging, store cards and print communication. The project also included signage and wayfinding.

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Milk Lab by Studio fnt

Logo designed by Studio FNT for South Korean dessert restaurant Milk Lab

Milk Lab is a 100% pure milk dessert, flake and roll cake restaurant located in the South Korean city of Busan. The restaurant’s visual identity, designed by Studio fnt, conveys some of the chill and smoothness of its desserts through the rounded terminals of a slab serif logotype, its container, similarly styled monolinear icons, icy photography and a milky pastel colour palette, and pairs these with the character and distinction of some well-rendered creative lab and milk-based illustrative work by Tap Tap Tap. Together, image and type set a light and playful quality as framed artwork on the walls and decals across the windows to the mornder black and white interior space created by FHHH Friends and some simple signage. The project also included a range of illustrated menus, postcards, takeaway packaging and posters.

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