Branding for ‘STADE,’ a café located in Yeonnam-dong, Seoul. ‘STADE’ [pronounced shtah-deh] is named after a quiet town in northwestern Germany. The name also echoes the English word “stayed,” suggesting a place to pause. Combining these two meanings, the café offers a peaceful moment of escape from the bustling city—an experience of “staying” in the calm of a small German town. 서울시 연남동에 위치한 카페 'STADE'의 브랜딩 작업입니다. 'STADE'[슈타데]는 독일 북서부에 위치한 평화롭고 조용한 소도시입니다. 영어의 '머무르다'라는 의미를 가진 [스테이드]로도 발음되는 카페 'STADE'는 독일의 한적한 소도시와 '머무르다'는 두 가지 의미를 합하여, 복잡한 도심 속에서 독일 소도시의 한적함 속에 머물다 가는 경험을 제공하는 곳입니다.
YEAR
2023
ROLE
Brand Design
Graphic Design
SERVICES
Developed the overall visual identity of the café, including brand story and positioning, logotype, custom typeface, signature color palette, social media guidelines, posters, awning, signage, business cards, menu, stamp, cup holder, napkins, and other branded materials.
About the project
Goal
Clarifying user-centered perception:
With the name ‘STADE’ as the starting point, we aimed to establish a clear brand identity and story, then translate them into a concise visual form. Since the German pronunciation is unfamiliar to many, we focused on how English-speaking users would interpret it. The brand was developed around a dual meaning—both the German town and the English verb.
We identified that the difference in vowel pronunciation could shift meaning. To highlight this subtly, we used lowercase vowels in the logo design, prompting users to consciously recognize and interpret the sound as they read.
Cross-disciplinary collaboration:
This project was a collaboration with a spatial designer and the café owner, who also runs a fashion retail business. Because we came from different fields, we started by aligning our vocabulary and communication styles to ensure clarity throughout the process.
One key challenge was aligning the color palette. The café’s main tone was a soft green, and it was crucial to maintain consistency between the space and visual materials. However, we were referencing different standards—Pantone swatches for visual design, paint colors for interiors, and fabric samples for fashion. To solve this, we brought all three types of color references together to precisely match tones across disciplines.
Another challenge involved subjective interpretations of form and language. For instance, the word “elegant” might evoke a serif font for one person and a sans-serif for another. To bridge this gap, we presented a range of typefaces and had the owner associate descriptive words with each, allowing us to synchronize our visual vocabulary.
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STADE
OVERVIEW
Branding for ‘STADE,’ a café located in Yeonnam-dong, Seoul. ‘STADE’ [pronounced shtah-deh] is named after a quiet town in northwestern Germany. The name also echoes the English word “stayed,” suggesting a place to pause. Combining these two meanings, the café offers a peaceful moment of escape from the bustling city—an experience of “staying” in the calm of a small German town. 서울시 연남동에 위치한 카페 'STADE'의 브랜딩 작업입니다. 'STADE'[슈타데]는 독일 북서부에 위치한 평화롭고 조용한 소도시입니다. 영어의 '머무르다'라는 의미를 가진 [스테이드]로도 발음되는 카페 'STADE'는 독일의 한적한 소도시와 '머무르다'는 두 가지 의미를 합하여, 복잡한 도심 속에서 독일 소도시의 한적함 속에 머물다 가는 경험을 제공하는 곳입니다.
YEAR
2023
ROLE
Brand Design
Graphic Design
SERVICES
Developed the overall visual identity of the café, including brand story and positioning, logotype, custom typeface, signature color palette, social media guidelines, posters, awning, signage, business cards, menu, stamp, cup holder, napkins, and other branded materials.
About the project
Goal
Clarifying user-centered perception:
With the name ‘STADE’ as the starting point, we aimed to establish a clear brand identity and story, then translate them into a concise visual form. Since the German pronunciation is unfamiliar to many, we focused on how English-speaking users would interpret it. The brand was developed around a dual meaning—both the German town and the English verb.
We identified that the difference in vowel pronunciation could shift meaning. To highlight this subtly, we used lowercase vowels in the logo design, prompting users to consciously recognize and interpret the sound as they read.
Cross-disciplinary collaboration:
This project was a collaboration with a spatial designer and the café owner, who also runs a fashion retail business. Because we came from different fields, we started by aligning our vocabulary and communication styles to ensure clarity throughout the process.
One key challenge was aligning the color palette. The café’s main tone was a soft green, and it was crucial to maintain consistency between the space and visual materials. However, we were referencing different standards—Pantone swatches for visual design, paint colors for interiors, and fabric samples for fashion. To solve this, we brought all three types of color references together to precisely match tones across disciplines.
Another challenge involved subjective interpretations of form and language. For instance, the word “elegant” might evoke a serif font for one person and a sans-serif for another. To bridge this gap, we presented a range of typefaces and had the owner associate descriptive words with each, allowing us to synchronize our visual vocabulary.
Smooth Scroll
This will hide itself!
This will hide itself!
STADE
OVERVIEW
Branding for ‘STADE,’ a café located in Yeonnam-dong, Seoul. ‘STADE’ [pronounced shtah-deh] is named after a quiet town in northwestern Germany. The name also echoes the English word “stayed,” suggesting a place to pause. Combining these two meanings, the café offers a peaceful moment of escape from the bustling city—an experience of “staying” in the calm of a small German town. 서울시 연남동에 위치한 카페 'STADE'의 브랜딩 작업입니다. 'STADE'[슈타데]는 독일 북서부에 위치한 평화롭고 조용한 소도시입니다. 영어의 '머무르다'라는 의미를 가진 [스테이드]로도 발음되는 카페 'STADE'는 독일의 한적한 소도시와 '머무르다'는 두 가지 의미를 합하여, 복잡한 도심 속에서 독일 소도시의 한적함 속에 머물다 가는 경험을 제공하는 곳입니다.
YEAR
2023
ROLE
Brand Design
Graphic Design
SERVICES
Developed the overall visual identity of the café, including brand story and positioning, logotype, custom typeface, signature color palette, social media guidelines, posters, awning, signage, business cards, menu, stamp, cup holder, napkins, and other branded materials.
About the project
Goal
Clarifying user-centered perception:
With the name ‘STADE’ as the starting point, we aimed to establish a clear brand identity and story, then translate them into a concise visual form. Since the German pronunciation is unfamiliar to many, we focused on how English-speaking users would interpret it. The brand was developed around a dual meaning—both the German town and the English verb.
We identified that the difference in vowel pronunciation could shift meaning. To highlight this subtly, we used lowercase vowels in the logo design, prompting users to consciously recognize and interpret the sound as they read.
Cross-disciplinary collaboration:
This project was a collaboration with a spatial designer and the café owner, who also runs a fashion retail business. Because we came from different fields, we started by aligning our vocabulary and communication styles to ensure clarity throughout the process.
One key challenge was aligning the color palette. The café’s main tone was a soft green, and it was crucial to maintain consistency between the space and visual materials. However, we were referencing different standards—Pantone swatches for visual design, paint colors for interiors, and fabric samples for fashion. To solve this, we brought all three types of color references together to precisely match tones across disciplines.
Another challenge involved subjective interpretations of form and language. For instance, the word “elegant” might evoke a serif font for one person and a sans-serif for another. To bridge this gap, we presented a range of typefaces and had the owner associate descriptive words with each, allowing us to synchronize our visual vocabulary.
Smooth Scroll
This will hide itself!
This will hide itself!