Communication

eggseoul Brand Identity Design

Extra Form
Country	Korea
Year	2025
Award	WINNER
Client	REDTIE Inc.
Affiliation	REDTIE DESIGN LAB
Designer	SEUNGHWAN JUNG, JAEEUN PARK, INSEOK CHOI, WONYEONG LEE
English	Egg Seoul is a bakery café brand reinterpreting Korea's iconic street food, egg bread, to suit modern tastes. For many, egg bread evokes nostalgic memories of a classic Korean snack. Egg Seoul elevates this comfort food with creative toppings and localized flavors, offering a unique experience. The brand’s signature yellow, inspired by egg yolk, represents freshness and quality. Its logo, with upward curves, reflects creativity and modernity while staying rooted in tradition. Launching in Cheongdam, Seoul, Egg Seoul introduces K-food to global audiences, balancing nostalgia and innovation to share Korean food culture worldwide.
Native	에그서울은 대한민국 대표 길거리 음식 계란빵을 트렌드에 맞게 재해석한 베이커리 카페 브랜드입니다. 계란빵은 많은 한국인들에게 추억을 불러일으키는 컴포트 푸드로 자리 잡고 있습니다. 에그서울은 다양한 토핑과 로컬라이징을 통해 전통 계란빵에 새로운 맛과 재미를 더하며, 현대적이고 창의적인 방식으로 재탄생시켰습니다. 브랜드 컬러 옐로우는 신선하고 고품질의 식재료를 상징하며, 로고의 곡선은 전통과 현대의 조화를 표현합니다. 서울 청담동에서 시작한 에그서울은 국내 주요 지역 및 해외로 확장하며 K-food를 전 세계에 알리고자 합니다.
Positive Comments
Judging Comments	Egg Seoul has been highly praised for its ability to blend nostalgia with innovation. By reinterpreting Korea’s beloved egg bread with modern flavors and premium toppings, it transforms a classic street snack into a sophisticated café experience. The brand’s signature yellow, symbolizing freshness and quality, alongside its curved logo, reflects both tradition and creativity. Located in Cheongdam, Seoul, Egg Seoul successfully introduces K-food to a global audience, making Korean culinary heritage more accessible and appealing through its refined yet familiar approach.