Petit Planet
studio fnt• Date added
• Date added
Petit Planet is the kids' division of The Hyundai, one of the largest shopping centres in Seoul.
Seoul-based graphic design studio studio fnt was responsible for developing its brand identity, which encompasses both lingual and visual aspects including the brand name and individual graphics.
Client
The Hyundai
Year
2021
Creative Director
Heesun Kim
Art Director
Jaemin Lee
Woogyung Geel
Typefaces in Use
Petit Planet was created to provide an experiential space for children and families at the shopping centre. The brand name, Petit Planet, was chosen to embody the idea of each child as a mini-universe full of infinite possibilities.
The logo design features bold letters with a small inner space between them, creating a contrast that is emphasised throughout the brand's visual identity. The contrast is meant to encourage people to reflect on their perception of size and its relative nature, symbolising the many possibilities available.
The graphic system is based on a 'Universal Grid' which expands freely to represent vertical, horizontal, circular, and planetary orbits. This system visualises the infinite possibilities of children, and their potential for growth and exploration.
"The greatest joy we have gained from this project is that we have achieved a result that is not obvious. It was also meaningful for all of us to produce another successful outcome that was completely different from our previous work for the same client."
Deviating from the conventional approach of using friendly and cute shapes and soft colours typically used for children's projects, studio fnt questioned the idea of defining children's tastes from an adult's perspective and explored uncharted territory with the use of a mysterious black colour and thick, heavy shapes. Unlike the typical designs, the illustrations for Petit Planet feature strange alien creations and familiar forms in unexpected contexts against the backdrop of space.
studio fnt
studio fnt is a Seoul-based graphic design studio founded in 2006. The studio's three partners, Heesun Kim, Jaemin Lee, and Woogyung Geel, collaborate with a number of designers on various projects. Their capabilities include branding for corporate business, graphic design for exhibitions and cultural arts events, and other projects in various fields, sizes, and media. The studio specialises in collecting fragmented and straying thoughts, transforming them into relevant forms.
Related works
