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2020.01
Kitsch Cow Butcher Shop
키츠카우 부처샵
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CLIENT
(주)모퉁이우
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) -
AWARD
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THE CLIENT
클라이언트
Kitsch Cow, a brand that sells top-quality Korean beef and wine, is an offline store where customers can enjoy unique interior and artwork, giving customers the best experience that they have ever had. Significantly, the place used unique colors inspired by the Kremlin and St. Basil's Cathedral in Russia and playful illustrations of baby angels to communicate friendly with millennial customers. Kitsch Cow provides a differentiated customer experience by adding a different concept, a unique space to enjoy meat and wine, and the butcher shop, which was perceived as a place to purchase meat simply.
최상급 한우와 와인을 판매하는 브랜드 Kitsch Cow는 독특한 인테리어와 아트워크를 즐길 수 있는 오프라인 매장으로 고객들이 이제껏 느끼지 못했던 최상의 경험을 선사합니다. 특히 러시아의 크렘린 궁, 성 바실리아 성당에서 영감 받은 독특한 컬러와 아기 천사의 장난스러운 일러스트를 활용하여 밀레니얼 고객과 친근하게 소통합니다. Kitsch Cow는 단순히 고기를 구매하는 공간으로 인식되던 Butcher shop에 고기와 와인을 즐기는 이색적인 공간이라는 색다른 컨셉을 더해 차별화된 고객 경험을 제공하고 있습니다.
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THE OBJECTIVE
목적
Kitsch Cow, a brand that sells top-quality Korean beef and wine, is an offline store where you can enjoy unique interiors and artwork, giving customers the best experience that they have ever felt. The project's goal was to develop a brand experience for customers who enjoy meat and wine with a pleasant and unique brand identity differentiated from a typical butcher shop. YNL Design intended to create a unique and memorable brand experience for customers visiting Kitsch Cow by developing hand-drawn logos and graphic motifs that could make the butcher shop unique to give people unfamiliar pleasure.
최상급 한우와 와인을 판매하는 브랜드 Kitsch Cow는 독특한 인테리어와 아트워크를 즐길 수 있는 오프라인 매장으로 고객들이 이제껏 느끼지 못했던 최상의 경험을 선사합니다. 고기와 와인을 즐기는 고객들을 위한 브랜드 경험을 일반적인 정육점과 차별화 된 유쾌하고 독특한 브랜드 아이덴티티로 개발하는 것이 프로젝트의 목표였습니다. YNL Design은 사람들에게 낯선 즐거움을 선사하기 위해 정육점을 특별하게 만들 수 있는 핸드드로잉 로고와 그래픽 모티브를 개발하여, Kitsch Cow에 방문한 고객에게 유니크하고 기억에 남는 브랜드 경험을 선사하고자 했습니다.
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THE SOLUTION
해결방안
By taking adorable baby angels as the theme, Kitsch Cow intended to convey how people who enjoy meat feel in a friendly and pleasant way rather than the bold and robust image of a conventional butcher shop. Olive leaves, grapes, and plants expressed along with meat symbolize the freshness of meat and wine, while the hand-drawn logo depicts the brand value that represents sincerity and delicateness. The interior was developed based on the inspiration from Kremlin and St. Basil's Cathedral in Russia. The consistent brand identity of Kitsch Cow gives a feeling that is different from existing butcher shops. The theme, ‘baby angel’ holding meat or enjoying wine, makes the brand experience pleasant for customers who enjoy meat and wine.
Kitsch Cow는 사랑스러운 아기천사를 모티브로 삼아, 기존 정육점의 볼드하고 강인한 이미지보다는 고기를 즐기는 사람들이 느끼는 감성을 더 친근하고 유쾌하게 전달하고자 했습니다. 고기와 함께 표현된 올리브 잎과 포도, 식물은 고기와 와인의 신선도를 상징하고 있는 핸드 드로잉 로고는 정성과 섬세함을 담은 브랜드 가치를 표현합니다. 러시아의 크렘린 궁, 성 바실리아 성당에서 영감을 받아 개발된 인테리어와 일관된 Kitsch Cow의 브랜드 아이덴티티는 기존 정육점과 차별화된 감성을 전달합니다. 고기를 들고 있거나 와인을 즐기고 있는 ‘아기천사’ 모티브는 고기와 와인을 즐기는 고객들의 브랜드 경험을 유쾌하게 해줍니다.
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