Nū
Nū is where we find the angle. A bowl of samgyetang, served like a prescription. 333 is a Korean restaurant built on an old promise: food that restores. We borrowed the visual language of the Korean apothecary (한약방) and gave it back to the table, precise, generous, open to everyone.
The Triple Essence
The name begins with a sound. In Korean, 3 is pronounced Sam. Say it three times and the brand unfolds: insam, the root. Samgyetang, the bowl. Sam-sam-o-o, the gathering. One syllable, three essences. We knew the identity was done the moment we wrote the name down.
The wordmark is brushed by hand. We wrote 삼삼삼 first and kept the tremble in the strokes, like a sign that has hung over the counter for years. Then we wrote 333 the same way.
Fik
Fik is where our hands take over. The concept becomes real objects here: menus, posters, packaging, signage. Each one was built with the same apothecary logic as the food.
The applications started from old Korean books (고서). Where readability mattered less, we set type vertically as a graphic element, the way text runs in old Korean books.
The menus are thread-bound the way old books were. The posters are trimmed by hand, deckled instead of cut clean. Paper feels handled, edges feel worn: every piece looks less printed than passed down.
333 serves what the apothecary once promised. Vitality, measured out one bowl at a time.
- Identity
- logo, typography, color system
- Graphic
- menu board, uniform, napkin, poster, business card, wet tissue
- Spatial
- signage, tableware, deco items