Brandbook
CHINEUNIM Chimaek eatery
Contents
Introduction Brand concept
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Concept Identity Research
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Visual Identity Design concept
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Collaterals Design deliverables
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Introduction
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Chimaek, it’ll put you on cloud nine. ...
Chineunim is a speciality Chimaek eatery in Singapore. Chineunim is Korean slang for chicken-god, we provide heavenly experiences with a perfect brew to match.
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Background Research
Chimaek
A type of Korean Anju. ... Anju refers to Korean drinking snacks. It’s a Sino-Korean word, the classical Chinese characters literally translate to block/ keep down and alcohol.
It’s a requirement to order anju with drinks at many Korean bars, clubs, and karaoke places. Dishes are often savory and/ or spicy, but nuts and fruit are also popular. A type of drink is commonly paired with particular Anju.
As of 2013, South Korea had around 20,000 fried chicken restaurants. The market for fried chicken is worth about three billion dollars according to Statics Korea. There’s even a festival for chicken & beer in Daegu, South Korea.
Chicken was once considered a delicacy in Korea. The chicken was stewed whole with dates and ginseng and only reserved for special occasions. Fried chicken for the masses came with the launch of the first South Korean vegetable oil product (1971), alongside a rapidly growing chicken industry. It’s growth was furthered bolstered by the late 1990s financial crisis - some who lost their jobs opened chicken joints. 10
Background Research
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il bul, sam so, o ui, chil gwa. ...... Never stop with one glass and three is not enough, five is just right but seven is too much.
�
Background Research
Hweshik/Hoesik. “dinner with coworkers”
Korean Drinking Culture It’s part of working culture. An invitation to drink with an office superior is a great compliment that shouldn’t be turned down. It’s often seen as the easiest way to strengthen relationships and aliveate stress. Hweshiks are often used by executives to test a person’s true intentions; to figure out whether the person sitting next to them is a friend or foe.
Drinking is considered a way to get to know what someone is really like. ... This applies to interpersonal, social and professional relationships, it is believed to build strong friendships.
Drinking alcohol has ritualistic roots in celebrating holidays.
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Conceptual Identity Brand concept process
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Artist Model Research
Egle Zvirblyte A London based multidisciplinary artist. ... Originally from Lithuania, she studied Film and then Interior & Spatial Design in London. She continued on to work in set design and later focusing on illustration.
Go Go Daddy Brand identity. ...
Go Go Daddy is a new thai eatery in Auckland, New Zealand serving street-style food, inspired by the culinary adventures of Thailand: from roadside carts to the floating markets of Bangkok.
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The multi-purpose artwork and its elements are used throughout the restaurant’s assets.
Description from eglezvirblyte.com
Artist Model Research
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Brand Concept Exploration Phase One
Egle Zvirblyte
Imagination The act or power of forming a mental image of something not present to the senses or never perceived in reality. 1). The ability of the mind to be creative. 2). Part of the mind that imagines things.
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Keyword Research
Imagination humour
halarity
absurd
amusement
giggle
rude
conceptual
laugh
entertainment
childish
stories
thought
graphic
creativity colour
inspiration
bold form
line
sensual
enjoyment
leisure
novelty
tales
brain
shape
composition
energy
smile
pleasure
fantasy
fables
mind
vivid
mood
dynamic
happy
play
fiction
myth
makebelief
create
movement
lively
fun
action
legend
reality
make
climax
contagious
delight
picture book
dystopia
excitement
impression
naive
hectic
abstraction
crowd
vision
doodle
illustrate
scene
draw
portrayal
paint
art
sculpt
icon
portrait
image
conflict surprise anticipation
full house canvas
theory
bustle
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Brand Concept Exploration Phase Two
Imagination Mental capacity to produce images, ideas and sensations.
Amusement Imagination entertains and humors through make-belief.
Play Imagination as a recreation is pleasurable and enjoyable.
Occupy Imagination can both occupy or take away space and time.
Childhood. The stage in one’s life when imagination is most active and of abundance.
Space - outer space. To imagine, is to fill mental space. We imagine as a way to make sense of concepts that are intangiable such as outer space.
Game - collaboration. Games are often recreational but can also be a educational tool. Children games usually include make-belief.
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Hobby. An activity done regularly in one’s leisure time for pleasure. Artistic hobbies use the most imagination.
Brand Concept Exploration Phase Two
Collaboration.
Outerspace.
The action of working with someone to produce something. E.g. in a team, participating in role play or working as a unit.
The expanse that exists beyond the Earth and between celestial bodies.
When collaborating, imagination is combined to create one cohesive image.
Collaborative imagination offers variety and depth to a group’s thinking. It also creates social bonds which may extend out to other faucets of life.
Imagination can be seen as a visualisation of mental images, emotional feelings or sensory experiences that are typically only experienced within the mind.
Imagination is used to make sense of intangiable concepts such as outerspace and its contents.
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Brand Concept Exploration Phase Two
Imagination Mental capacity to produce images, ideas and sensations.
Vivid Powerful feelings or clear images produced through imagination.
Feel Imgination mimicks perception, creating a physical sensation through imagined experience.
Graphic Images and designs that are imagined to be displayed on walls, canvas, screens, paper, to illustrate or entertain.
Memory - collect The part of the mind by which information is encoded, stored, and retrieved.
Literal Free from imagination, presented exactly as it is - without metaphor/ exaggeration.
Sense The body’s perception of external stimuli through sight, smell, sound, taste, and touch - this can be inspiration for the imagination.
Symbolic - representational An imagined mark, sign or word that indicates, signifies, or represents another idea, object or relationship either in reality or fantasy.
Brand Concept Exploration Phase Two
Collect.
Representation.
The storage, encoding and retrival of imagined thoughts.
Expressive and/or abstract representation requires our imagination to decipher the orignal subject.
To collect is to create a variety through the process of acculmulation. A collection is a database of info.
Imagination can manifest as a collection of thoughts, mental images or sensory experiences. The more vivid imagination is, the more indepth the collection.
To represent is to charcterise the subject. Expressive representation focus on how it feels to create the representation. e.g. expressive drawing focuses on the arm movement when drawing not accuraccy. Imagination to fill in the rest of the image which is not represented. Using experience and learned knowledge, imagination bridges the abstract.
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Keyword Summary & Concept Brainstorm
Imagination
Collaboration
Outer space
Representation
Collection
To imagine together is to think about one subject as a collective created by one or more people.
Extending imagination beyond the mind leading to imagined (visualised) spaces of reality.
The use of imagination to allude to reality through the use of characteristics.
Imagining repetitively creates a collection of imaginations.
Extension (of mind)
Dream
Thought
Art
Growth
Enlightenment
State
Process
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Capacity (brain power)
Mental increase
Memory
Solution
Interpert
Brand Concept Exploration Phase Three
Enlightenment as the beginning of the end. ... Enlightenment means the “full comprehension of a situation�. This experience is often seen as the start of an eternal phase where our souls continue and are purified. Therefore, this is where imagination ceases to exisit. There is no need for thought and imagination as there is nothing more to understand or make sense of; beyond a shadow of a doubt. Visually, the enlightenment is seen as an oasis, a place of serenity or a state of being at peace.
Enlightenment as a religious and spiritual experience. ... Enlightenment is a transformative experience - inner peace is achieved. This can be in a another realm such as Heaven, the Kingdom of God or a state of mind such as Nirvana. Visually, Enlightenment is heavily portrayed in relgious art as either a person or omneiscience prescence. There is a reference to a greater power usually higher or within ones self.
Enlightenment can also be the end of one stage of life; It is the experience of a new phase or cycle. It can refer to after death where heaven and hell are places of reality.
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Brand Concept Exploration Phase Four
Religion Social construct of faith and belief.
Enlightenment
Nirvana Mental state of being.
God Supreme ruler, greater power.
Spritual Nontangiable force.
Mind, body and soul 3 key areas.
Universe Entire world as we know it and beyond.
Heaven Place of freedom after death.
State A way of being.
Cycle Circuit of life and exisitence.
Peace To be free of pain and care.
Freedom End No more, to finish.
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Brand Concept Exploration Phase Four
Enlightenment Enlightenment leads to Nirvana, a place in which all are free from pain and care. Heaven is a similar concept in which both are places of freedom and profound understanding, Heaven is a place in the afterlife. The Kingdom of God exists in the afterlife also, however it is ruled by one supreme ‘god’ and inhabitants are not autonomus. ... All three places have connotations of otherworldlyness. I’m focussing on the idea of experiencing inner peace and profound contentness. ... By juxtaposing Chimaek eating with enlightenment, a humourous approach is taken as it is unexpected. Eating chimaek is a enlightening experience, it’s a place of joy. Kim Min-jeong, who works for a legal firm in Seoul says “Chimaek is like a sigh of relief” and “Chimaek after work lets me know I’ve survived another day”.
The devotion to Chimaek is religious in the sense Kim Min-jeong can be at peace, free from a day’s pain and care just by eating Chimaek. In Korean Chimaek culture there are many slang words. Chimaek fanatics call themselves chideokhu “chicken” and “deokhu” which is Korean for maniac. Chideokhu might call chicken chineunim which is the joining of “chicken” and the Korean word for “God.”. There is even a chickenspecific hallelujah: chillelujah!
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Concept Summary
Final Concept
Chimaek eatery. ...
Enlightenment is freedom from care and pain - this can be reached through eating Chimaek! Chimaek is a heavenly pairing of friend chicken and beer, it has already has a devoted following. By using enlightment to put a spin on Chimaek, this eatery becomes a place of worship and nirvana.
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Visual Identity Logo & pattern design
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Logo Sketches
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Brand Logo
Logo
Chineunim, chicken god. ... The logo and its elements are used throughout the brand’s assets. The hand drawn low-fi feel is to be kept consistent throughout all collateral. The logo is always yellow and the background is either white or blue (light or mid).
The brand typeface is Gotham Rounded, designed in 2000 by Tobias Frere-Jones.
Body text should be no smaller than 10 pt. for body text (except for the business card). For the logo, use Gotham Rounded Bold, the minimum size is 22 pt.
CHINEUNIM
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Brand Logo
Main logo
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Secondary logo
Branding
CHINEUNIM
Bold, 22 pt.
#F3FAFE Gotham Rounded Light Gotham Rounded Light #CFECF7
Gotham Rounded Book Gotham Rounded Book 10 pt. Gotham Rounded Medium
#FEDA2C
Gotham Rounded Medium Gotham Rounded Bold Gotham Rounded Bold
#000000
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Identity Pattern Colourway 1
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Identity Pattern Phase 2
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Collaterals Poster, invite, business card and packaging.
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Poster
Open 6pm - late, everyday except sunday.
Chimaek eatery. 39
Chineunim is a speciality Chimaek eatery.
Chineunim.
Chimaek is the combination of chicken and beer, originating in Korea as a drinking snack, the paring went from a national dish to a national past-time.
17A Dempsey Rd, Singapore 249676. + 1800 304 2288. chineunim.sg
Our name ‘Chineunim’, is Korean for “chicken-god”, we provide heavenly experiences with a perfect brew to match.
rvsp@chineunim.sg
Poster Event
Chineumnim, Chimaek eatery. 6pm, 17 November.
OPENING NIGHT
17A Dempsey Rd, Singapore 249676. + 1800 304 2288. chineunim.sg rvsp@chineunim.sg
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Business Card 3.5 x 2 in.
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Business Card Photo
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Invite 4 x 5.5 in.
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Invite Photo
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Envelope
CHINEUNIM
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CHINEUNIM
Envelope Photo
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Direct Mail Flyer
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Direct Mail Flyer
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Packaging
Take-away container. Cylinder packaging inspired by beer cans. Two will fit side by side; ‘heavenly pairing’.
12 oz Standard beer can.
16 oz Standard beer can.
Small:
7 cm in diameter 12.065 cm tall.
7 cm in diameter 17.15 cm tall.
A can of beer, for much of mainstream can history, is 12 ounces. Short and compact, a 12-ounce can matches the recommended serving size of beer.
Pint cans have surged with the rise of craft beer. More common now than ever before, they offer a full pour of a pint glass. Most often found in 4-packs.
Label: 4 inches wide 3.5 inches high (standard beer label)
Label: 3.5 inches wide 4 inches high (standard wine label size)
22 cm width 12.1 cm in height 7 cm diameter.
Big:
22 cm width 17.50 cm in height 7 cm diameter.
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Packaging
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Packaging Small
Bottom lid 6.9 cm diameter
Top lid 7.1 cm diameter
CHINEUNIM
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Packaging Large
Bottom lid 6.9 cm diameter
Top lid 7.1 cm diameter
CHINEUNIM
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Packaging Bag
Chineumnim Chimaek eatery.
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17A Dempsey Rd, Singapore 249676. + 1800 304 2288. chineunim.sg
Packaging Bag
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