Atelier Dongha’s Playful Identity & Wayfinding for Hansoop Street

Running 750 meters through Hansoop City in Yongin, South Korea, Hansoop Street was envisioned as a lively pedestrian mall that feels welcoming, memorable and a little bit fun. Atelier Dongha’s solution leans fully into that spirit, building the entire identity around a bold yellow circle that doubles as both brand mark and emoji-like character.

The logo itself is a simple but clever combination of geometry and personality: circular elements in the word “hansoop” become perfect dots, while the remaining letterforms are drawn from thin, minimal lines. Those same shapes then morph into expressive faces used throughout the environment, turning wayfinding into something more playful and inviting.

Installed at different scales across the mall, these characters guide visitors, mark entrances, highlight parking zones and animate long façades. The consistent visual rhythm unifies the street and gives it an instantly recognisable identity. What could have been a static retail corridor becomes a bright, character-driven experience that catches the eye and encourages people to linger.

You can explore more of Atelier Dongha’s work on their website.

More branding inspiration via Behance