Communication

KITSCH COW BRAND IDENTITY

Extra Form

Country	Korea
Year	2022
Award	WINNER
Client	MOTUNGI WOO
Affiliation	YNL DESIGN
Designer	YOONA LEE
English	The finest beef and wine brand, Kitsch Cow, offers customers the best experience with unique interiors and artwork. Kitsch Cow wanted to convey the pleasant sensation, rather than the bold and robust image of the existing butcher. Utilizing an 'angel' who has meat or enjoys wine expresses the brand experience of customers who pleasantly enjoy meat and wine. The olive leaves and grapes, symbolize the freshness of wine, and it is used as a decorative element of the wordmark. Kitsch Cow combines colors inspired by the Kremlin Palace, St. Basil's Cathedral in Russia, to the BI to give a differentiated sensibility from traditional butchers.
Native	최상급 한우와 와인을 판매하는 브랜드 Kitsch Cow는 독특한 인테리어와 아트워크를 즐길 수 있는 오프라인 매장으로 고객들이 이제껏 느끼지 못했던 최상의 경험을 선사합니다. 일반적인 정육점과 차별화된 BI 개발을 위해 Kitsch Cow가 지닌 가치들을 탐구하였습니다. Kitsch Cow는 사랑스러운 아기천사를 모티브로 삼아, 기존 정육점의 볼드하고 강인한 이미지보다는 고기를 즐기는 사람들이 느끼는 감성을 더 친근하고 유쾌하게 전달하고자 했습니다. 고기를 들고 있거나 와인을 즐기고 있는 ‘아기천사’를 활용해 고기와 와인을 즐기는 고객들의 브랜드 경험을 유쾌한 방식으로 표현했으며, 고기와 함께 표현된 올리브 잎과 포도, 식물은 고기와 와인의 신선도를 상징하며 워드마크의 장식요소로 활용되었습니다. 키츠카우(Kitsch Cow)는 러시아의 크렘린 궁, 성 바실리아 성당에서 영감 받아 개발된 컬러를 내부 인테리어와 B.I에 접목하여 기존의 정육점과 차별화 된 감성을 전달합니다. 로고와 엠블럼, 브랜드 컬러 및 패키지 등 다양한 브랜드 자산을 일관된 톤앤매너로 구축하여 Kitsch Cow에 방문한 고객에게 유니크하고 기억에 남는 브랜드 경험을 선사하고자 했습니다.
Website	ynldesign.com
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