Hongdae Oppa is a vibrant Korean dining house inspired by the electric charm of Hongdae, Seoul’s trendiest cultural hub. Our brand identity was crafted to capture that youthful, energetic spirit: bold, playful, and undeniably K-cool.

The Vessel Studio was brought on to develop a full brand identity system that would embody the visual attitude of Hongdae: loud, poppy, sticker-covered, and brimming with personality.

Hongdae Oppa needed a brand identity that captured the bold, expressive personality of modern Korean youth culture—one that would appeal to both Gen Z and millennial diners while standing out in Singapore’s saturated F&B landscape with a fresh, energetic voice.

Our design strategy focused on creating a visual playground: inspired by K-pop, street fashion, graffiti, and the sticker-bombed walls of Seoul’s youth districts. The result is a brand identity that feels expressive, poppy and rooted in urban nostalgia, drawing heavily from the colourful, chaotic charm of Hongdae’s art, music, and playful street style.

The Hongdae Oppa logo is a bold, expressive mark that captures the vibrant attitude of Korean youth culture, with layers of symbolism designed to evoke both emotional and cultural resonance. A playful and high-energy typographic treatment mixes English and Hangul (홍대오빠), bridging Korean authenticity with global accessibility. The angled layout adds dynamism and a sense of movement—much like the bustling streets of Hongdae. The ramyeon bowl nestled in the “O” of "HONGDAE" is cleverly shaped like a heart, creating a subtle visual pun that mirrors the iconic finger heart in the “O” of "OPPA." Together, these symbols form a dual heart motif—reinforcing themes of warmth, affection, and food made with love. The finger heart, a gesture popular in K-pop culture, serves as a nod to modern Korean expression and connection, making the brand feel immediately familiar and relatable to younger audiences. A high-contrast mix of sunny yellow, neon magenta, and sky blue channels the lively street culture of Seoul, while rich chocolate brown grounds the palette and enhances legibility.