Babeldream Brand Identity Renewal
Project Overview
Cafes continue to be established in Korea, and demand is also steadily increasing. The reason is that people prefer to receive freedom and stability due to a sense of openness. And it consumes various cultures such as exhibitions and performances, not just coffee and bakery. Cafes are no longer places to eat coffee and bread, but places to experience culture.
Brand Approach
Babeldream has the potential to grow as a landmark representing the region. However, there is no interaction between brand philosophy, direction, and customers. We overcome various problems and redefine brand identity with brand renewal.
Beyond cafes, it evolves its corporate value as a 'complex cultural space' representing the region.
Brand Essence
Babeldream, a racehorse who chased for the best without losing dreams.
It contains a brand philosophy to support those who run toward their dreams.
We are the space for ordinary people with extraordinary dreams.
Brand Core Value
Babeldream becomes a shelter for those who run toward their dreams, and furthermore, it becomes a space where they can fulfill their dreams, completing their brand identity with messages and actions containing brand philosophy
Brand Tagline
"CHASE THE DREAM"
Babeldream was a racehorse who always competed for the race.
It ran hard for the best even in the tough conditions,
but It couldn't run anymore due to an unexpected accident.
Even though Babeldream's race has ended,
We know that our lives are a journey, not a race.
So we are trying to continue our life with dreams.
Logotype & Symbol
A horseshoe is a fabricated product designed to protect a horse hoof from wear.We inspired by horseshoe which run toward their dreams and help them run far. Babeldream becomes a shelter for those who run toward their dreams, and furthermore, it becomes a space where they can fulfill their dreams, completing their brand identity with messages and actions containing brand philosophy.
Symbol Variation
The line of the symbol can be a racetrack, and the dot on the footprint becomes a graphic element.
Color & Typography
Babeldream sub brand "BBD Bagel"
It is a sub-brand that utilizes bagel, the main product of Babeldream Bakery.
The new signature drink
'Sugar Cube Cream Latte'
We wanted to make Babeldream's signature F&B,
Breaking away from the existing coffee and tea types.
It is a creamy latte with a rich texture using French hazelnut cream and milk as a base.
The beverage as a reinterpretation of "Sugar Cube" that Babeldream enjoyed.
Brand Applications
Babeldream Brand Identity Renewal
Project Owner: Babeldream
Creative Direction: JDNS
Brand Strategy: Babeldream, JDNS
Brand Identity Design: Jayden Jang
Graphic Design: Jayden Jang
Application Design: Jayden Jang
Photography: JDNS
©2023 JDNS
