The upscale private membership health club has been christened Vantt, and the cafe/bakery chain as Artisee, names which were created by Landor Associates.
The two facilities reside in a purpose-built building in Seoul's most upmarket residential suburb. Said Landor Asia-Pacific's director of marketing and brand consulting, Mark Kennedy: "Health and fitness are emerging trends in Korea; there are no competitors at this level; most are copies of California Fitness."
Kennedy said Vantt was positioned as more than a gym but as a health club cum spa,offering relaxation treatments as well.
The health club's moniker was inspired by the concepts of "advantage and vantage point", to fit the club's positioning as a first-class luxury facility. The club is targeting very senior executives - 35 years and over. Vantt's visual identity consists of a ring to symbolise the holistic wellness the club offers to members.
Landor chose a soft pastel hue to echo the colour of a clear sky. The circle conveys the idea of oxygen, by extension, fresh air, according to Vincenzo Perri, Landor Asia-Pacific's creative director.
"The 'V' cut in the upper portion of the ring visually conveys the idea of a vantage point; on a more symbolic level, it also suggests equilibrium, the underlying conceptual framework of the look and feel of the brand."
The word artisan provided the basis for the cafe's name, conveying a French feel, and with it the associations of high quality and craftsmanship for the new brand. Landor opted for a "playful lettering style" to complete the cafe's European-style environment plus red and gold type to deliver a strong visual impact. Kennedy said Shilla was looking to develop Artisee into a chain on the back of growing coffee consumption in the country. "Artisee started off as a coffee shop, but it has since morphed into a boulangerie cum coffee shop," Kennedy said.