Overview
Untitled, 2017 is a cafe of the famous K-pop celebrity G-Dragon located on Jeju Island. Overall, it was a project about translating his new-found identity as an artist into the brand identity. More than just a place to enjoy specialty coffee and buy coffee-related goods, Untitled, 2017 is a space expressing G-Dragon's unique and iconic tastes, art styles, and identity as an artist. Following the naming convention of the rest of his nameless art pieces, Untitled, 2017 was designed to follow the motifs of the rest of his painted works.
MY ROLE
As a sole designer on this explorative project, I created the brand identity, coffee accessories package design and cafe furniture design.
Client
Role
Brand Design Lead
1 Brand Designer
2 Interior Designer
Deliverables
Identity Design
Package Design
Furniture Design
Tool used
Illustrator
Photoshop
Sketchup
After Effects
2018
Project Goal
Establishing a celebrity’s image as an artist, rather than just a K-pop star, and incorporate this character into the brand
Design Solution
Design Process
Project Background
More than just a cafe:
a curated space that embodies a celebrity's artistic passions
G-Dragon, a well-known K-pop star, is influential not only as a musician but also as a fashion icon. Through various exhibitions and articles, he is also a passionate collector and painter. In the planning phase of the brand, he wanted to create a space that was more than just for selling drinks but also expressed his diverse interests in culture and arts.
Instagram Analysis
Analyzing a platform showcasing a celebrity’s artistic identity and inspirations
He used Instagram as a platform to showcase these varied interests and hoped to actively refer to it in expressing his third identity, beyond being a musician and fashion icon. Through the analysis of his entire Instagram feed, I identified four key visual elements: abstract art, street scenes, daisy, and graffiti.
Core brand values
Crafting the brand: shaped by insight & analysis
Based on several meetings and an analysis of his Instagram, we selected five key words that represent G-dragon as an artist and incorporated them into brand's visual elements: Rebellious, Unrevealed, Rough, Energetic, Mix-and-Match
Visual Identity
Logo
A Logo inspired by street art and rebellion
I designed the logo to reflect his rough and rebellious identity, drawing inspiration from his interest in street art. The concept is inspired by the stencil techniques frequently used in street art, aiming to evoke a sense of rebellion and intensity. Additionally, I intentionally tilted the text to express an undefined character, further emphasizing the logo's dynamic nature.
Color Palette
Red & black:
a symbol of passion and confidence
Color plays a key role in this project. The color combination of red and black was deliberately used to perceive his passion and iconic confidence. Moreover, the restricted usage of color has united several individual elements.
Package design
Gradually revealed Identity:
A delicate expression of artistic passion
The client wanted to incorporate his paintings throughout the package design. Several artworks were digitized and reimagined with a color scheme that aligned with the brand image, intensifying the sense of passion and rebellion. Additionally, in line with the concept of “his identity yet to be revealed,” these graphics were subtly integrated along the sides or partially exposed on the package.
Furniture and Package Design
DISPLAY SHELF
A shelf that enhances customer experience
A display shelf for cafe merchandise was placed in the center of the area, drawing inspiration from the repetitive and collective motifs in his painting works. A chunk of square-shaped racks has notably emphasized the characteristics of each displayed item. Additionally, a wall-less, dual-sided shelf was designed so that products remain visible from both sides. It allowed customers to view merchandise while waiting for their coffee and to appreciate G-dragon's artwork displayed across the counter. This open shelving system ensures that the space feels expansive and unconfined.
Gift Package [FLOWER ROAD]
Airmail-inspired packaging: a global message to fans
I designed a limited edition gift package, delivering G-Dragon’s message to fans worldwide before his military service. The airmail-inspired design highlights its global reach, while neon yellow and royal blue reinforce its rare, collectible nature.
Reflection & Growth
Results
The cafe's merch items (mugs, tumblers, coffee beans, etc.) sold out entirely on the first day of its opening.
The Flower Road gift package, released online in 5 countries, sold out 2 hours
Key Learnings
Articulating a distinct persona through branding
By exploring various resources and insights, I defined a celebrity’s alternative persona and translated it into a unique yet cohesive brand identity.
Balancing user motivation & practical needs
I drew inspiration from G-Dragon’s painting works, focusing on the repetitive and collective elements. I reinterpreted these motifs beyond graphics, extending them into various design applications, including the concept for the display shelf.
Managing end-to-end production processes and adaptability
I learned the end-to-end production processes following design, including material selection, printing, and manufacturing supervision. I also adapted flexibly to sudden changes, such as modifying or canceling projects.
Understanding and managing diverse stakeholders and building consensus
I navigated the perspectives of various stakeholders, including the celebrity, his agency, and family members. By carefully listening to each of them, I identified common ground in their feedback and developed multiple design variations reflecting those shared insights.
