Aeum is the Korean traditional dessert and refreshment-based dessert showroom located in Changjeon-dong, Seoul. T-FP managed space design, construction, brand identity and application design. Based on korean tradition, we developed an integrated design of the brand and the space with the motif of‘steam’to create a brand that gently blooms and permeates modern impression at the same time.

Aeum is a name that means‘a road that goes around’. We designed the brand with a modern impression, a calm mood, and something simple yet diverse. We gave a shape to the‘slow scenery’of steam and arranged it to feel the rhyme in the logotype based on the meaning of ‘aeum(a road that goes around)’. It also contains the calm impression of Aeum at the same time.

We visualized the slow scenery of steam in various ways, which reminds us of Korea’s traditional landscape painting. We applied white and gray as a background and a pale blue tone to let people feel the atmosphere of the vapor rising at dawn.