Seoul South Station
Crispy everywhere: one brand, two new shops
Branding, campaigns and marketing & communications
With a flagship store opening on Bailli in Brussels and a new shop in Bruges, Seoul South Station teamed up with Supermoon to take their brand to the next level. The challenge: turning juicy Korean fried chicken and a healthy dose of arcade fun into a look and feel that lands the same way in every shop, from the pavement to the packaging.
A brand with bite
Supermoon worked closely with both the Seoul South Station team and interior design agency Open Soon to bring the branding to life inside the shops. Our art direction set the rules for how the brand looks, sounds and behaves in every space: loud and playful in the best possible way, rooted in Korean street food culture and made to be shared online.
Rolling out at Bailli and Bruges
We translated the brand into a full set of communication materials, from menu boards and lightboxes to posters, window stickers, graffiti, neons and packaging that keeps the look going long after the food leaves the counter. The same graphic design runs through two series of food photography, one clean and one built purely for appetite, used across the menus, the ordering kiosks and the campaign materials.
Keeping the buzz going
Alongside the openings we developed a marketing and communications plan: which channels to use, what to say where, and a campaign calendar that keeps both shops in people’s feeds long after opening week. From opening deals and in-store activations to newsletters, the loyalty platform and campaigns built around Korean food culture.
With both shops fully branded and a plan that keeps running after opening day, Seoul South Station is ready to win over even more hungry commuters, students and foodies.
