Space Branding
鮒魚堂
BUNGEO DANG
Newtro · Korean Dessert Brand
Brand Question
Why must Bungeo-ppang
be a street food?
be a street food?
- Could the memory of winter become a brand?
- Could Newtro sensibility attract a new generation?
- What if traditional Korean dessert were reinterpreted for today?
- Is a space where the experience itself becomes the brand possible?
- Could Bungeo-ppang have its own signage, packaging, and name?
- And so, Bungeo Dang was born.
The third proposal born from that question
The warmth and memories felt at alleyway stalls in the 70s–80s —
Bungeo Dang is a Newtro dessert brand that brings those feelings back through a contemporary lens.
Bungeo Dang is a Newtro dessert brand that brings those feelings back through a contemporary lens.
Brand Story
"That alley, that winter, that taste."
A warm Bungeo-ppang received hand-in-hand from mother at an alleyway stall in the 70s–80s.
Bungeo Dang reinterprets that memory for today.
Bungeo Dang reinterprets that memory for today.
A space that holds not the worn, but the beauty of the aged —
within the Newtro sensibility, Bungeo-ppang finally gains a place, a name, and becomes a gift.
within the Newtro sensibility, Bungeo-ppang finally gains a place, a name, and becomes a gift.
A space brand that captures the nostalgia of those in their 30s–40s and the Newtro sensibility of those in their 20s–30s —
Bungeo Dang is a brand that makes you look forward to the season's return.
Bungeo Dang is a brand that makes you look forward to the season's return.
Newtro
Traditional
Heritage
Nostalgia
* Newtro is a portmanteau of New + Retro. Rather than simple nostalgia, it is the cultural trend of reinterpreting the old through a contemporary sensibility — the reason Bungeo Dang chooses 'Newtro' over 'Retro'.
Brand Naming
鮒魚堂
붕어당 / BUNGEO DANG
| 鮒魚 (bu-eo) | Bungeo — the symbol of Bungeo-ppang (fish-shaped pastry) |
| 堂 (dang) | An old shop, home, or gathering space |
| Bungeo Dang (鮒魚堂) | An old house that sells Bungeo-ppang |
The moment '堂 (Dang)' was added, Bungeo-ppang finally gained a space, a sign, and the possibility of becoming a gift.
The Chinese characters '鮒魚堂' declare that this brand is not merely a shop, but a space that sells memory and emotion.
The Chinese characters '鮒魚堂' declare that this brand is not merely a shop, but a space that sells memory and emotion.
Logo Design
Brand Color & Material
Brand Color
Base
Sepia Beige
#D2B896
Main
Dark Walnut Brown
#3A2010
Mid
Warm Ivory
#DECCAA
Point
Moss Green
#3A4E3A
Accent
Antique Gold
#B89030
Main Material
Floor
Vintage Terrazzo
Porcelain 600×600
Wall
Textured Paint
Warm Ivory + Moss Green
Furniture
Walnut Veneer
Counter · Table
Glass
Hammered Glass
5T Tempered
Signage
Hairline Brass
Satin Finish
Target & Positioning
Main Target
30s–40s Nostalgic Consumers
- Direct personal memory of Bungeo-ppang
- Premium F&B consumption tendency
- High value placed on space experience
- High gifting frequency
Sub Target
Newtro Trend 20s–30s
- Retro-sensibility consumption
- SNS documentation preference
- Space experience-first mindset
Positioning
Bringing alley memories to the present —
A Newtro Korean traditional dessert brand
A Newtro Korean traditional dessert brand
A space where the old becomes new again, Bungeo Dang
Floor Plan
3D Visualization
Furniture & Lighting
Sign Design
Packaging
Space Channel Strategy
Phase 01
Independent Store
Seongsu · Ikseon-dong · Jeonju Hanok Village
- Newtro districts, 33–66 sqm
- Inside alleys or near traditional markets
Phase 02
Pop-up Expansion
Seasonal Pop-ups · Holiday Gifts
- Department store seasonal pop-ups
- Winter market participation
- Limited holiday gift sets
Phase 03
Brand Extension
Goods · Gift · Global
- Bungeo Dang goods line
- Korean traditional dessert brand development
- Airport gift market