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2022.01
HAOBIN
호빈
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CLIENT
앰배서더 서울 풀만호텔
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Verbal Identity ,
Signage
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THE CLIENT
클라이언트
Haobin, offering traditional Chinese cuisine, is a high-end restaurant at the Ambassador Seoul – A Pullman Hotel. At ‘Haobin,’ meaning a ‘precious guest,’ that offers traditional Chinese cuisine, you can enjoy healthy dishes prepared with the best ingredients by master chef Hu Deok-juk, the master of authentic Chinese cuisine. Chef Hu deok-juk's cuisine, which reflects the philosophy that medicine and food are the same, is considered healthy gourmet dishes sought by celebrities in the business world. Haobin provides a satisfying gastronomic experience for its valued guests, for the value of providing valuable time with warm hospitality and healthy food prepared with premium ingredients.
전통 중식 퀴진 ‘호빈’은 앰배서더 서울 풀만 호텔의 고급 음식점입니다. 귀한 손님이라는 의미를 담은 중식 퀴진 ‘Haobin’에서는 정통 중식의 대가 후덕죽 마스터 셰프가 최고의 식재료를 엄선하여 만든 보양식을 즐기실 수 있습니다. 음식과 건강이 함께 한다는 의식동원의 철학이 담겨있는 후덕죽 쉐프의 요리는 정재계의 유명 인사들이 찾는 고급스러운 건강식 요리로 알려져있습니다. Haobin은 고급 재료로 만든 건강한 음식과 따스한 환대로 귀중한 시간을 선사한다는 가치를 담아 귀한 손님을 위해 만족스러운 미식 경험을 선보입니다.
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THE OBJECTIVE
목적
Haobin is Chinese for a 'dear guest from a far.’ Haobin is a high-end restaurant at the Ambassador Seoul – A Pullman Hotel, which offers the experience of hospitality through healthy dishes prepared with the highest quality ingredients, in line with the traditional Chinese culture of welcoming valued customers by serving tea and food. Our goal was to capture the luxurious and private atmosphere of Haobin and the value of hospitality in its brand identity and to express the special moments that customers will experience at the authentic Chinese cuisine restaurant.
호빈은 '먼 곳에서 온 귀한 손님'이라는 뜻을 지닌 중국어입니다. 호빈은 맛있는 차와 음식을 대접하여 소중한 고객을 맞이하는 중국 전통문화와 같이 손님의 건강을 위한 최고급 재료로 만든 보양식으로 환대의 경험을 제공하는 앰배서더 서울 풀만 호텔의 고급 음식점입니다. 호빈이 지닌 럭셔리하고 프라이빗한 분위기와 환대의 가치를 브랜드 아이덴티티에 담아내고 고객들이 경험하게 될 정통 중식 퀴진에서의 특별한 순간을 표현하는 것을 프로젝트의 목표로 삼았습니다.
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THE SOLUTION
해결방안
We studied various styles in developing Haobin's BI, and to express Haobin's legitimacy and uniqueness, we developed a brand identity that can express both tradition and modernity through experiments on typefaces and graphic expressions. YNL defined Haobin as a space of sincere hospitality for precious guests and developed a tagline accordinlgy. Haobin's tagline express the essence of Chinese Cantonese cuisine presented by Hu Deok-juk, the master of Cantonese cuisine, beyond the level of an ordinary restaurant. The Chinese logotype of 'Haobin,' developed based on the philosophy of 'Haobin,' a traditional Chinese cuisine restaurant that treats important guests very kindly with the best food and the experience of healthy and sophisticated gourmet dishes prepared by Chef Hu Deok-juk, a master of authentic Chinese cuisine, with the best, carefully selected ingredients, expresses a unique brand identity where modernity and heritage coexist by using firm brush touches as accentuating element.
호빈의 BI 개발을 위해 다양한 서체 스타일에 대한 스터디가 있었으며, 전통 중식 퀴진의 정통성과 특별함을 표현하기 위해 서체와 디테일에 대한 다양한 실험을 통해 전통과 모던함을 모두 표현할 수 있는 브랜드 아이덴티티를 선보이게 되었습니다. YNL은 호빈을 귀한 손님을 위한 정성스러운 환대의 공간으로 정의했으며, 이에 따른 태그라인을 개발하였습니다. 호빈의 태그라인, AUTHENTIC CHINES CUISINE은 단순한 음식점을 넘은 중국 광동식 요리의 정수를 표현합니다. 귀한 손님을 최고의 음식으로 극진히 대접한다는 전통 중식 퀴진 ‘Haobin’의 철학과 정통 중식의 대가 후덕죽 마스터 셰프가 최고의 식재료를 엄선하여 만든 건강하고 세련된 미식 경험을 바탕으로 개발된 ‘Haobin’의 중국어 로고타입은 힘있는 붓터치를 포인트 요소로 활용하여 모던함과 헤리티지가 공존하는 유니크한 브랜드 아이덴티티를 표현합니다.
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