쉬고거리

FRONT KIT carried out a branding project that redefined Shigo Street, a local district in Namyangju, Korea, as a cultural street where people can gather, rest, and spend time together. By connecting the historic Gungjip—built during the Joseon Dynasty for a royal princess— and the surrounding trail, with the unique local shops, the project aimed to create a street experience where people walk, linger, and build relationships. Front Kit established the brand narrative and identity system while developing the three mascots—Onhyu, Bogi, and Shimi—along with a range of applied design assets. Grounded in the concept of offering small moments of rest and everyday blessings, the warm visual and verbal language consistently expressed the district’s identity and sense of hospitality. The branding was implemented across local festivals as well as online and offline promotional campaigns.




Shigo Street

FRONT KIT carried out a branding project that redefined Shigo Street, a local district in Namyangju, Korea, as a cultural street where people can gather, rest, and spend time together.

By connecting the historic Gungjip—built during the Joseon Dynasty for a royal princess— and the surrounding trail, with the unique local shops, the project aimed to create a street experience where people walk, linger, and build relationships. Front Kit established the brand narrative and identity system while developing the three mascots—Onhyu, Bogi, and Shimi—along with a range of applied design assets.

Grounded in the concept of offering small moments of rest and everyday blessings, the warm visual and verbal language consistently expressed the district’s identity and sense of hospitality. The branding was implemented across local festivals as well as online and offline promotional campaigns.

Through this integrated approach, Shigo Street evolved beyond a simple neighborhood alley into a local asset—one that invites people to stay, connect, and belong.















FRONT KIT
Creative Direction: Min Ah Hong
Art Direction & Design: Yun Woo Shin
Character & Design: Jung Woo Park
Design Participation: Hyeok Kim, Da Yeon Lee, Sung Ho Kim


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