BRAND IDENTITYShinsegae Namsan
& Yamabuki
Shinsegae Namsan is a new luxury destination at the base of Seoul’s Namsan Mountain, featuring fine dining, cultural venues, and education spaces. Its design system includes a dynamic pattern generator that evokes abstract mountain landscapes. Within this context, Yamabuki—a contemporary Japanese restaurant blending traditional techniques with global ingredients—carries a visual identity centered on the Yamabuki flower. Gold-and-black motifs and floral abstractions harmonize with Shinsegae Namsan’s broader identity, offering a refined interpretation of the natural world that mirrors the restaurant’s exquisite dining experience.
Team: 2x4
Creative Director: Sung Kim
Lead Designer: Gina Shin
Designer: Claire Shin
Project Manager: Nate Rennick