BRAND IDENTITY
PRODUCT DESIGN
ROLES
SERVICES
DURATION
SKILLS
Brand Designer
Brand Identity & Design Guideline
Aug 2023~
Communication, Collaboration,
Problem Solving, Time Management,
Photoshop, Illustrator
Establishing the design guidelines for the brand and maintaining visual consistency, I presented a transformed brand image to consumers from the conventional bakery aesthetic to a more realistic brand representation.
Throughout various product projects (cafe goods design, packaging, poster design, social media image design), effective communication with the marketing team contributed to an efficient working environment and the success of enhancing brand recognition.
CHALLENGE
A new logo and imagery are needed to address the weaknesses of the existing logo, which failed to make a significant impact on consumers.
As the importance of design in branding continues to grow, it is crucial to establish design guidelines and publish a brand design manual. This will ensure consistency in the design of future franchise outlets
CONCEPT
LOGO
With the use of the new Dal Tokki image in the logo, Luna Bakery's brand awareness increased, leading to a 15% rise in social media followers and a boost in the consumption of related merchandise.
BEFORE
NOW
The word 'Luna(Dal)' in Korean signifies both the moon and seasonal divisions, and Luna Bakery is a store that presents a variety of products using fresh ingredients tailored to each season. However, the existing logo had clear limitations in expanding the brand identity from bakery to a brand.
To promote the traditional image and the dessert of 'tteok' (rice cake), a new logo was created using the icon of a 'Dal Tokki(moon-rabbit)'. The reason behind this choice is the cultural image in Korea where rabbits are believed to live on the moon and make rice cakes, making it a versatile symbol for building not only the bakery but also various goods and the brand image related to promoting Korean traditions.
LOGO VARIATION
#01374f
#034876
#eab024
LUNA
Bakery
Questrial
LUNA
Bakery
Montserrat
루 나
베이커리
Spoqa Han Sans Neo
BRAND MERCHANDISES
SNS POSTS
& PRINTINGS
