LAB O

‘LAB O’ is a premium dessert flagship store that inherits the heritage of Orion’s flagship well-being dessert brand, ‘Market O,’ while presenting a further evolved sense of value. To visualize our brand identity as a laboratory that researches and proposes a new dessert culture, we oversaw the entire total branding process—from the initial branding strategy to logo and graphic design, packaging systems, and the interior design of the space where the brand's philosophy truly comes to life.

The core of the visual archive lies in the emotional fusion of the functional motif of a "Laboratory (LAB)" and the sweet gastronomic experience offered by "Premium Desserts." The overall brand colors and key graphics are designed to convey a refined yet professional mood. The logo design utilizes a restrained typeface and minimal layout to simultaneously capture the modern yet classic values that the flagship store aims for.

The interior design is conceived as an "open archive structure" where customers can experience the process of making and researching desserts with all five senses. Against a modern and clean base of white and gray tones, warm metals, glass, and marble textures are harmoniously blended to create a luxurious yet intellectual laboratory atmosphere. The fixtures and furniture design placed throughout the space emphasize structural stability through horizontal and vertical lines, giving visitors an immersive feeling of stepping into a massive "dessert atelier" rather than just a simple cafe.

The graphic visuals—extending from the menus and wall graphics to the packaging system—boast perfect organic consistency with the space. Grid patterns reminiscent of a laboratory's precise data and clean, well-ordered typographic layouts are projected onto every single element, from packaging boxes and shopping bags to in-store props, sensory-rich proof of the brand’s professionalism. The packaging that holds the products is also designed with architectural structural beauty, transforming the very act of purchasing and gifting desserts into a special archival experience.

By reinterpreting Market O's premium value through a witty and sophisticated "laboratory" concept, this project has presented a completely new flagship paradigm to the market. Through a precise visual language that flows consistently from the atmosphere of the space to a single piece of graphic paper in hand, LAB O has established itself as an unparalleled lifestyle destination where trendy foodies and modern individuals can enjoy deep brand storytelling and visual pleasure beyond mere taste.