![](https://static.wixstatic.com/media/24f351_9c535836d9274886b1d3ba72186ed3b7~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_9c535836d9274886b1d3ba72186ed3b7~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_8e08e5a2e7e54f5aae8fb17a08ed956c~mv2.jpg/v1/fill/w_147,h_24,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_8e08e5a2e7e54f5aae8fb17a08ed956c~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_1a979faabd434794b349e1cc28527391~mv2.jpg/v1/fill/w_147,h_73,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_1a979faabd434794b349e1cc28527391~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_928eb63ce4894e36be5cc07db6924dc7~mv2.jpg/v1/fill/w_147,h_31,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_928eb63ce4894e36be5cc07db6924dc7~mv2.jpg)
OUT OF ORDINARY
JEJU CAFE OOO Brand Experience
OUT OF ORDINARY
Brand CEO _ Ma Jiho, Jang Seongchun, Son Younggyun
Owhyworks
Creative Directing _ Yeon Cheolmin
BX Lead Designer _ Na Hyejin
BX Designer _ Na Hyejin, Hwang Changho, Kim Jeongsup
Motion Designer _ Noh Hyunjun
NONSPACE
Interior Director _ Shin Jungbae
Designer _ Lee Yuri
![](https://static.wixstatic.com/media/24f351_1db32e69db274fb6948b343599028e15~mv2.png/v1/fill/w_49,h_14,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_1db32e69db274fb6948b343599028e15~mv2.png)
OUT OF ORDINARY
카페아오오는 제주도 신산리에 위치한 카페로 여행객들이 주로 많은 제주도의 카페 특성을 고려하여 카페 안에서도 제주의 자연을 지속적으로 느낄 수 있도록 제주의 풍경을 카페안으로 그대로 끌어들이는 프로세스로 경험 디자인을 전개하였습니다. 제주의 경험이 지속되도록 하기 위해 제주만의 돌과 바람 요소를 모티브로하여 카페의 다양한 애플리케이션을 개발하였고 제주의 지역적인 특성인 돌담을 형태화하여 카페 아오오만의 아이덴티티를 설정하였습니다.
![](https://static.wixstatic.com/media/24f351_c2f93474790744338594b741a05ec770~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_c2f93474790744338594b741a05ec770~mv2.jpg)
Project Goal
제주는 바다 한 가운데 화산섬이라는 천혜의 환경을 가지고 있습니다. 그 중에서도 카페아오오는 성산 동쪽에 위치하여 바다에 면하고 암석이 솟아 있는 바다와 맞닿아 있는 터에 위치하고 있습니다. 우리는 제주가 가지고 있는 자연과 사용자가 상호 관계하여 지역주의적 감성이 묻어나는 공간이 되기를 바랬으며, 장소의 특성을 시각화하여 제주의 자연적 언어인 바람, 돌의 물성을 브랜드 경험을 전달하는 고유의 언어로 설정하여 자연을 시각화하는 동시에 제주도에서만 누릴 수 있는 경험을 카페 안에서도 지속될 수 있도록 디자인하였습니다.
![](https://static.wixstatic.com/media/24f351_5c7c4cab365348c2907eb8297e2ca5bb~mv2.jpg/v1/fill/w_147,h_312,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_5c7c4cab365348c2907eb8297e2ca5bb~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_a5a3a03a70ed4be882c2a473c139589c~mv2.jpg/v1/fill/w_147,h_312,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_a5a3a03a70ed4be882c2a473c139589c~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_306eed1442a84df5be6f5db942e7fceb~mv2.jpg/v1/fill/w_147,h_312,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_306eed1442a84df5be6f5db942e7fceb~mv2.jpg)
Brand Naming
제주는 많은 사람들이 일상을 떠나오는 대표적인 여행지중 하나입니다. 카페아오오의 브랜드 네이밍은 제주도의 자연과 커피 한잔의 여유로 바쁜 일상으로부터 떠나 힐링 할 수 있는 카페 공간의 의미가 담겨져 있습니다.
![](https://static.wixstatic.com/media/24f351_243abae7f19944f7bc3a04c2e5ce3d61~mv2.gif)
Brand Essence
아오오의 브랜드 에센스는 제주가 가진 지역적인 요소와 아오오를 방문하는 고객들은 누구인지, 그들에게 어떻게 브랜드 다움을 전달하고 제주의 자연과 상호작용하는 공간으로 만들지를 정의하여 브랜드 에센스를 설정하였습니다. 아오오는 지친 일상을 떠나 제주로 찾아오는 고객들에게 편안한 휴식처를 제공합니다. 아오오의 브랜드 에센스는 그들에게 제주 자연의 경험을 카페 내에서도 유지하여 제주 자연과 분리되는 카페 공간이 아닌 제주 자연과 유기적인 작용을 통해 제주에서 편안한 휴식을 누리는 감응을 제시합니다.
![](https://static.wixstatic.com/media/24f351_d0612ee9d6ad4347840e58b90f27f89f~mv2.gif)
Brand Core Value
![](https://static.wixstatic.com/media/24f351_0a762c5662f44d40906f069b5c87ea11~mv2.gif)
![](https://static.wixstatic.com/media/24f351_e7d3fe6a951a4ec08818b20f1c82d9de~mv2.gif)
![](https://static.wixstatic.com/media/24f351_ee49d685e96142c1ae00a661bfc108ec~mv2.gif)
![](https://static.wixstatic.com/media/24f351_634a616e599b46e4b016d33ff78047fb~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_634a616e599b46e4b016d33ff78047fb~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_89758c2c77744d52abda04c0eb6c4dfc~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_89758c2c77744d52abda04c0eb6c4dfc~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_f150c153c63a44b8b4ec2effa1f01a3e~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_f150c153c63a44b8b4ec2effa1f01a3e~mv2.jpg)
Design Principle
![](https://static.wixstatic.com/media/24f351_616f5bcd73214d50908e5cbd4ed40812~mv2.jpg/v1/fill/w_147,h_212,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_616f5bcd73214d50908e5cbd4ed40812~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_2bcde106e89b439ba880eaa5114ab7fc~mv2.jpg/v1/fill/w_147,h_212,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_2bcde106e89b439ba880eaa5114ab7fc~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_b03819e4b09e416a80d29b7a61f2bb57~mv2.jpg/v1/fill/w_147,h_212,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_b03819e4b09e416a80d29b7a61f2bb57~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_d57db0d4c7434c84b5885d9033687fcb~mv2.gif)
![](https://static.wixstatic.com/media/24f351_0f059fe391ac41c9b1daa4614b3a186d~mv2.gif)
![](https://static.wixstatic.com/media/24f351_c48c02be55ea438d818d6abab0784dc6~mv2.gif)
Brand Mark
![](https://static.wixstatic.com/media/24f351_aead7b80704f4b519ca8bc74ba49edda~mv2.gif)
![](https://static.wixstatic.com/media/24f351_593e53159da1444cb6b1a30c717f5384~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_593e53159da1444cb6b1a30c717f5384~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_2112cc75a252424b8d5c1b58988586d7~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_2112cc75a252424b8d5c1b58988586d7~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_4a61ac85f9fb4655982b9b0d37680106~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_4a61ac85f9fb4655982b9b0d37680106~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_4bf26c30fe294441b3456bc997e76327~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_4bf26c30fe294441b3456bc997e76327~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_4bafa8babea64b2b837b4630ad5b92f1~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_4bafa8babea64b2b837b4630ad5b92f1~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_97841ca34b57414c8357cbdf3596edac~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_97841ca34b57414c8357cbdf3596edac~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_8c582680ae4a425ca9aabb30c0c3ebee~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_8c582680ae4a425ca9aabb30c0c3ebee~mv2.jpg)
Brand Graphic
![](https://static.wixstatic.com/media/24f351_f29979d62a4e41ca94fd6e416c2e287f~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_f29979d62a4e41ca94fd6e416c2e287f~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_03e2caaff3154691bac5314fcf30b3a2~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_03e2caaff3154691bac5314fcf30b3a2~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_3890a8bba03b4520b8a23f6313169e10~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_3890a8bba03b4520b8a23f6313169e10~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_8cc67e5f30834afd89609e144ad9f39b~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_8cc67e5f30834afd89609e144ad9f39b~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_5c0fc46fafad4158a62781c84b079e5a~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_5c0fc46fafad4158a62781c84b079e5a~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_90f81643e2794f9c85ff77cc2cfb5919~mv2.jpg/v1/fill/w_147,h_147,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_90f81643e2794f9c85ff77cc2cfb5919~mv2.jpg)
Brand Color & Material
![](https://static.wixstatic.com/media/24f351_e0a0cd3e400a4e4bbfe86532cd8657cc~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_e0a0cd3e400a4e4bbfe86532cd8657cc~mv2.jpg)
Brand Typeface
![](https://static.wixstatic.com/media/24f351_6db115200c83445ab318177425c9dd65~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_6db115200c83445ab318177425c9dd65~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_02ecebfac66c4946b34011e119a8faa2~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_02ecebfac66c4946b34011e119a8faa2~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_d0b78438c4864e7b86244d4058d92f41~mv2.png/v1/fill/w_49,h_4,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_d0b78438c4864e7b86244d4058d92f41~mv2.png)
![](https://static.wixstatic.com/media/24f351_cfb87a8acd864993b8487b21c9f15eac~mv2.jpg/v1/fill/w_147,h_208,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_cfb87a8acd864993b8487b21c9f15eac~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_1742d6148cf14608a413f6a06ec543fc~mv2.jpg/v1/fill/w_147,h_208,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_1742d6148cf14608a413f6a06ec543fc~mv2.jpg)
OUT OF ORDINARY
JEJU CAFE OOO Brand Experience
OUT OF ORDINARY
Brand CEO _ Ma Jiho, Jang Seongchun, Son Younggyun
Owhyworks
Creative Directing _ Yeon Cheolmin
BX Lead Designer _ Na Hyejin
BX Designer _ Na Hyejin, Hwang Changho, Kim Jeongsup
Motion Designer _ Noh Hyunjun
NONSPACE
Interior Director _ Shin Jungbae
Designer _ Lee Yuri
©2022 Owhyworks All right reserved.
![](https://static.wixstatic.com/media/24f351_1db32e69db274fb6948b343599028e15~mv2.png/v1/fill/w_49,h_14,al_c,q_85,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_1db32e69db274fb6948b343599028e15~mv2.png)
![](https://static.wixstatic.com/media/24f351_7c44a462c6cc4ca19627b7a36eb135f8~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_7c44a462c6cc4ca19627b7a36eb135f8~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_297722bd46c14a5eb7fc158d7e7a5526~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_297722bd46c14a5eb7fc158d7e7a5526~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_1d1decc520e14028aeefdb8ec6efa114~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_1d1decc520e14028aeefdb8ec6efa114~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_42c95f0b6ce04e87aefeb5c63d4a2d6d~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_42c95f0b6ce04e87aefeb5c63d4a2d6d~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_a31089da3c414b0c85f0ed46f3651bb3~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_a31089da3c414b0c85f0ed46f3651bb3~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_22fef595bc174b97b26927e5e3ed1383~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_22fef595bc174b97b26927e5e3ed1383~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_178f69dff0fd40018d2237a5f072433f~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_178f69dff0fd40018d2237a5f072433f~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_65faeea252444dbab57d150a40c75c16~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_65faeea252444dbab57d150a40c75c16~mv2.jpg)
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![](https://static.wixstatic.com/media/24f351_afaf0df02d9e442fb39c15b885587336~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_afaf0df02d9e442fb39c15b885587336~mv2.jpg)
![](https://static.wixstatic.com/media/24f351_680081a92f71478a8f6f991271ec8247~mv2.jpg/v1/fill/w_147,h_104,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/24f351_680081a92f71478a8f6f991271ec8247~mv2.jpg)
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