Gwangjang Market x Hieutu Pop-Up
1) To create a visual identity for a one week pop-up taking place in Gwangjang Market while well communicating our brand, Hieutu(Vietnamese restaurant positioning to go beyond F&B).
2) To find a connection between one of the most popular Vietnamese restaurants in Seoul and a traditional local Korean market.
Authentic and inviting. In attempts to bring back the lost traditions of the Gwangjang Market, as well as connect with the younger audiences, we decided to scout three oddly charming yet ordinary senior local sellers as our models.
By sharing this entire process online, we hoped that the authenticity of our contents would invite young people to look at local markets from a different angle. To realize that we are not too unrelated than they think we are.
1) A clear and straight-forward identity aimed to reflect the fluidity of the brand(we were expanding our brand), the fusion aspect of the pop-up, and the slickness of the noodle, which was the main item for this event.
2) Connections between seniors and young people through raw photos of senior local sellers.
3) Three Viet-Korean fusion menus incorporating Korean-style broth, seasoning, and ingredients in making pho and rice paper dumplings.
The Korean wordmark <Hieutu’s Noodle Shop> is a strong identity with a Korean “Hieutu” logotype utilising the same english typeface that was used for making Hieutu’s english logo.
The aim was to:
1) Have a unique identity while keeping in mind our brand values and the fusion aspect of this event.
2) Gain visibility through minimalistic design since the market plaza was filled with loud visuals.
The aim was to:
1) Have a unique identity while keeping in mind our brand values and the fusion aspect of this event.
2) Gain visibility through minimalistic design since the market plaza was filled with loud visuals.
Reference Photos
Our team roamed around the streets of Jong-no(district near the market) and hand-picked 3 senior local sellers to be our main models. Each put on an apron and held three different menus Hieutu was going to present on the week of the pop-up event. They looked tough to break but we were obviously mistaken.
More photos here!
With this aim and 2 main identities in mind, the menu, signage, posters, stickers, parchment paper, and contents for social media marketing were created.
People took a lot of interest in the oddity of the location, concept, and the experience we were giving the audience, and were featured in a lot of magazines and social media which essentially did the marketing for us.
Before & After Market Pop-Up Design