Taste
of
K-town
Experiential Print & Visitor Guide
Through exploring ways to highlight hidden spaces in K-Town, I realized their value lies in remaining undiscovered. Preserving this sense of secrecy enhances the visitor’s experience of exploration and authenticity. To reflect this, I am developing a passport book concept where each visit earns a stamp, symbolizing entry into a new cultural “world.” This design emphasizes discovery, engagement, and the layered identity of Koreatown instead of a giant poster that screams "I'm here".
Considering the forms and visual language of Korea’s most iconic businesses, I began drafting rebrands for some of my favorite go-to spots. But the bigger question became how to attract new customers when many of these establishments are tucked away or hidden?
Booklet & Stamps
