Given conditions
The familiar character of the existing doughnut café needed to remain while a new baguette offer, revised operations and a generous indoor-outdoor stay were introduced.
BAKERY CAFE · REBRANDING · Bundang, Seongnam, Gyeonggi-do, South Korea · 2025
CRAC CRACK
PROJECT STORY
The sound of a changing brand translated into spatial rhythm.
Building on the memory of a doughnut café, we introduced baguettes and the idea of a picnic, connecting display, ordering, seating and the courtyard as one continuous brand experience.
DESIGN RESPONSE
Design decision
We translated the sound of a baguette cracking through repeated structure and linear light, then organised display, ordering and pickup around a red-tiled counter that can be read at a glance.
Completed change
Different seating atmospheres flow towards a courtyard and waterscape, turning the sequence from choosing bread to an outdoor picnic into one coherent brand experience.
PROJECT FILM
Experience the space in motion.
Crac Crack Project Film · 02:15
ATELIER SOW FILM · YOUTUBEWatch on YouTube ↗
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