MAEUM

This project was to create a brand identity for a French Concept Store brand, MAEUM. The brand is all about providing the platform for meeting two different elements; France and Korea, Fashion and Food, Art and Design, Music and Mood, and more. ‘MAEUM’ is a Korean word that includes both ‘mind’ and ‘heart’ in English, which contains the meaning of reason and emotion at the same time. The brand has multi-shop in Paris selling Korean clothing, stationaries, beverages and desserts.

To express the concept of ‘mind and heart’, and ‘reason and emotion’, the logo was comprised of straight and curved line elements, which created negative space for the initial ‘M’, and the overall shape is that of a heart. Brand colours are simple black and white to compete with all the other colours from various designers and artists. The project includes the brand identity stationary kit, pamphlet and promotional artwork.

For the pamphlet, silhouettes of each cities’ iconic tower(Eiffel Tower of Paris and Nam-san Tower of Seoul) were used to show the shop is the platform for the two cities’ cultural platform. Promotional artwork consisted of an artistic flower & plant theme with the logo. This was done as the decoration of the shop was a collaboration with the local flower shop using various kind of seasonal flowers and plant.