Kiwa is an oral products shop operated by The Square Dental, located in The Tower, Gwanghwamun. As an oral products brand made by a dental clinic, it was important to create an image that looks neat and clean, and it needed to be combined with the emotional image of a lifestyle shop apart from the image of a hospital.

The concept is "white". The deep "white" of white porcelain is associated with purity and integrity of spirit, and the deep "white" of bone is associated with foundation and unshakable conviction.In this way, we tried to project the image of upright and deep "white" into the brand and space.

In terms of color, we used white, off-white, ivory, and beige for each stage of the white joke, and texture was also used in a gradient from smooth to rough to express the depth of color and texture in the space.The large mirrors, which are symbolic elements in the space, were objectified with the motif of a dental mirror.These mirrors reflect the landscape in the space and the person facing the mirror.Thus, the "white" that was felt as a landscape while appreciating the space becomes a background in front of the mirror that was faced every day to brush the teeth.