Communication

hohe Gyeongju Pool Villa Branding

Extra Form

Country	Korea
Year	2024
Award	GRAND PRIZE
Client	hohe Gyeongju
Affiliation	PEACE N PLENTY
Designer	LEE DAL RAE, LEE MIN DEUR LE, HAN DA WOON, JANG JONG IM
English	We interpret the architectural characteristics, especially the elevations, as symbols of 'life's ups and downs' offering our guests a relaxation experience and the opportunity to find balance in life. We named the brand using the German word 'höhe,' which means 'height,' and developed a unified visual identity, including logo design, graphic motifs, icons, and signage, to consistently convey the brand's message. We've designed a brand experience that includes curating books in the reception area and providing transcription kits, allowing guests to discover their own sentences and organize their thoughts.
Native	호헤 경주는 계단식 논이라는 지형적 특징을 모티브로 설계된 풀빌라입니다. 높낮이가 있는 건축의 특징을 ‘삶의 오름과 내림, 균형’으로 해석하여 공간에 머무는 고객들에게 삶의 균형을 찾는 휴식의 경험을 전합니다. 독일어로 ‘높이'라는 뜻의 단어 ‘höhe’를 사용하여 브랜드 이름을 짓고 ‘높낮이'를 표현한 로고 디자인과 그래픽 모티프, 아이콘, 사이니지 등을 통일감 있게 개발하여 오름과 내림에 대한 메세지를 일관되게 전달합니다. 또한 호헤 경주에서 자신만의 균형을 발견하는 시간을 가질 수 있도록 리셉션 공간에 도서를 큐레이션하고 자기만의 문장을 발견하고 생각을 정리할 수 있도록 필사 키트를 웰컴기프트로 제공하는 브랜드 경험을 설계했습니다.
Positive Comments
Judging Comments	The "hohe Gyeongju Pool Villa Branding" by PEACE N PLENTY won the 'Grand Prize' at the Asia Design Prize 2024 for its thoughtful interpretation of architectural features as symbols of life's highs and lows, offering guests a unique relaxation and balance-finding experience. The jury was impressed by the brand's use of the German word 'höhe' for 'height' to inspire its name and the development of a cohesive visual identity that effectively communicates this concept through logo design, graphic motifs, icons, and signage. The addition of curated books and transcription kits in the reception area enhances the brand experience, allowing guests to reflect and organize their thoughts, showcasing an innovative approach to hospitality that deeply resonates with visitors.

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