Communication

Babeldream cafe brand identity renewal design

Extra Form

Country	Korea
Year	2024
Award	WINNER
Affiliation	JDNS Design
Designer	Ja Myoung Jang
English	Babeldream Cafe is a space that provides shelter. Babeldream is the name of a racehorse that has run toward the best, and it contains a brand philosophy to support those who run toward their dreams. We developed a new keyword called 'Horseshoe' that helped run, which is an intuitive and refined symbol, to be widely used in various media. Horseshoe is a role that absorbs the impact on the feet when running, and it becomes an iconic medium of the Babeldream spirit to help those who run further toward their dreams, and by developing a signature menu that reinterprets the sugar cubes that Babeldream usually enjoyed.
Native	바벨드림은 울산 간절곶에 위치한 대형 카페로서 일상의 쉼터를 제공하는 공간입니다. 바벨드림은 최고를 향해 달렸던 경주마의 이름으로, 그를 통해 각자의 꿈을 향해 달려나가는 사람들을 응원하고자 하는 기업 철학이 담겨있습니다. 그럼에도 불구하고, 기업의 방향성, 고객간의 상호작용이 이루어지지 않아 기대에 미치지 못하고 있었습니다. 우리는 이러한 문제점을 극복하고 브랜드 리뉴얼을 통해 비쥬얼 아이덴티티를 재정립 합니다. 바벨드림은 기존 고객층인 40~50대 지역주민 뿐만 아니라 20~30대 젊은층까지 아우를 수 있도록 기존의 말을 형상화한 1차원적인 심볼을 탈피하고, 경주마 바벨드림이 달릴 수 있도록 도와준 '발굽' 이라는 새로운 키워드를 도출하여 직관적이며 정제된 형태의 심볼로서 고객들이 브랜드를 체험할 수 있도록 여러 매체에 범용성 넓게 사용하도록 개발합니다. 발굽은 달릴 때 발에 가해지는 충격을 흡수하는 역할로서, 꿈을 향해 달리는 사람들을 위해 더 멀리 뛸 수 있도록 돕고자 하는 바벨드림 정신의 상징적인 매개체가 되며, 경주마라는 컨셉에 맞춰 평소 바벨드림이 즐겨먹던 각설탕을 재해석한 시그니처 메뉴 개발을 통해 카페 바벨드림만의 특색을 강화하여 고객 경험 중심의 브랜드로 정체성을 완성합니다.
Positive Comments
Judging Comments	The design's innovative use of the 'Horseshoe' symbol to embody perseverance and support for aspirations was highly appreciated, transforming a simple motif into a powerful emblem of encouragement for dreamers. The thoughtful integration of Babeldream's spirit into a signature menu further enriched the brand's narrative, earning acclaim for creatively merging brand philosophy with tangible customer experiences.

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