Who Seek
Brand Identity
Illustration
Who Seek is a trendy dessert cafe that offers a variety of indulgent desserts, with a focus on creating memorable experiences for its customers. The cafe’s name is a playful phonetic wordplay on the Korean word for dessert, and the concept revolves around the idea of seeking out sweet and comforting moments. With a cozy and inviting atmosphere, Who Seek is a place where customers can enjoy delicious, high-quality desserts that cater to both the eye and the taste buds.
-
The task was to redesign the logo for Who Seek to better reflect its evolving identity. The goal was to transform it into an iconic, illustrative logo that would elevate the café’s recognizability and brand storytelling. The redesigned logo had to capture the essence of curiosity, indulgence, and discovery, key values that define the café’s personality, while also making it stand out in a competitive market.
The key visual concept was centered around the idea of seeking, which ties directly into the café’s name. To visually communicate this, the final logo design featured binoculars, symbolizing the act of searching for something sweet. Binoculars also represent exploration and the joy of discovering new flavors, which perfectly aligns with the café’s concept of indulging in new, exciting dessert experiences.
