PAR is a studio that finds reason in scattered pieces — studying thoughts and materials not yet connected, then fitting them together into a form that holds a reason.
From identity systems that behave like products, to websites that convey a brand's values intuitively, print you can feel in the hand, photography and film, and code-based interactive work — we present projects realized through whatever means best captures a brand's essence.
Two good opticians come together to form a single Dot. The brand identity for Double Dot, an eyewear atelier in Cheongdam where two distinct perspectives quietly converse — curating frames and balancing them against the face.
Double Dot
Optical shop — 2026
Brand identity design — from concept through emblem & logo system to graphic application.
A rebranding for Wicker Park, a specialty coffee brand beside Seokchon Lake in Jamsil, Seoul. From a brand identity carrying the air of the Chicago neighborhood its name comes from to the coffee-bag graphics, it holds a warm regard for neighborhood and community in a single tone.
Wicker Park
Café — 2021
Brand identity design — from concept through emblem & logo system to graphic application.
The brand identity for Ami de forêt — 'friend of the forest' — a forest café at the mouth of the Naewonsa valley on Cheonseongsan, Yangsan. With the slogan 'Coffee with a new perspective,' the calm of pausing to gaze at nature is carried into forest-like greens, typography and tactile textures, holding a time in the woods in the BI.
Ami de forêt
Café — 2025
Brand identity design — from concept through emblem & logo system to graphic application.
Album artwork for HEO, a musician moving through experimental sound. From the dark, dreamlike 'Sleep Tight,' to 'Actress,' capturing an unknown actress's story, to 'Tomorrow Is Yesterday' with pianist Vardan Ovsepian — each record's world captured through natural textures like rock, ripple and desert.
HEO
Musician — 2015–2020
Album covers and concert posters for Ji Park, a cellist and composer who crosses genres. From 'DMZ' — which won a Korean Music Award for voicing division through experimental chamber music — to 'Save the Planet' and 'Nam June Paik,' classical, jazz, electronic and Korean traditional music meet in a single image.
JiPark
Musician — 2019–2022
Editorial design for 'The Footprints in the World of Shoes,' a booklet marking unipair's 10th anniversary — Korea's foremost shoe select shop, opened in 2008. From the grain of leather to the details of broguing and stitching, unipair's decade of shoemaking is gathered into a single volume.
unipair
Select shop — 2018
for·rest is an outdoor brand built on the motto 'Semi professional outdoor gear.' Taking a connected, flowing stream as its concept, the brand identity carries into logo and graphics a flow that naturally links the boundary between city and outdoors.
for·rest
Outdoor brand — 2023
Brand identity design — from concept through emblem & logo system to graphic application.
Branding for Farmacia, an espresso bar opened right beside a pharmacy. As its name — meaning 'pharmacy' — suggests, it wittily borrows the green cross and the Rx prescription symbol, capturing in a refined logo and graphics the sense of handing over a cup of coffee like a daily prescription.
Farmacia
Café — 2023
Brand identity design — from concept through emblem & logo system to graphic application.
A moment of stepping back from the busy city to find calm and quiet — the brand identity for Micher, an aesthetic spa in Sinnonhyeon, Seoul. Warm terracotta tones like earth and nature, abstract brushstrokes and a slender, soft wordmark capture the sense of rest that 'Beautiful Spa' offers.
Micher
Spa — 2023
Brand identity design — from concept through emblem & logo system to graphic application.
The brand identity for 취미학교趣味學校 — 'Hobby School' — a complex cultural space CJ opened in Seongsu-dong, Seoul in 2018. On the theme of 'Book & Life,' the character of a space that adds breathing room to daily life through books and hobbies is carried into a minimal logo and graphics that gently reinterpret the 趣味學校 hanja.
취미학교
Cultural space — 2018
Brand identity design — from concept through emblem & logo system to graphic application.
The identity for ARK MEDI, a financial and strategic consulting brand for medical professionals' ventures and asset management. Overlaying the stability of the 'ark' with the ascent of the 'arch,' it expresses trust and expertise in deep green and gold, with an arched ark silhouette held in the symbol.
ARK MEDI
Medical strategy consulting — 2025
Brand identity design — from concept through emblem & logo system to graphic application.
A project reinterpreting LIFE — the current-affairs magazine that defined 20th-century American photojournalism — as a lifestyle brand. Its slogan 'To see life, to see the world' was realized as a VMD installation where the magazine's powerful photographs can be experienced in three dimensions.
LIFE
Lifestyle brand — 2020
VMD installation — spatial staging based on photographic images.