New Case

We served as the Lead Director for the brand identity and space interior of ‘New Case,’ a proprietary brand by Hangang Bus. This project focused on translating the new lifestyle envisioned by ‘New Case’ into tangible spatial and visual experiences.

The space is clearly divided into a cafe and F&B zone and a flexible zone for brand pop-ups and exhibitions, allowing visitors to enjoy a diverse range of experiences. Most notably, the furniture was custom-designed in-house, including the main bar table—the centerpiece of these areas—as well as the companion tables and chairs. Tailored to the unique environment of the Han River, the central furniture features elegant curves and premium materials. Ergonomic engineering ensures comfort for extended stays, while carefully selected textures align with the brand’s mood to elevate the overall completeness of the space.

In addition, the studio took full charge of all graphic and package designs implemented across the brand. By directing the total graphics—including the logotype, key visuals, and in-space signage—a refined and sophisticated visual language was established. Furthermore, the packaging for products and merchandise was custom-designed to ensure that the consistent tone and sensibility of the brand are delivered at every single touchpoint, right down to the moment customers unbox their items.

From the lines of the furniture and the layout of the divided spaces to the smallest package details, this project reflects the comprehensive directorship of ‘New Case,’ seamlessly crossing design boundaries to weave a single, cohesive story.