Sul & Beans, we only use the best of natural ingredients in traditional recipes for its finest tastes. But with a constantly growing business, it was important to establish a new philosophic and aesthetic focus for the brand.

The starting point for the brand renewal project was the development of a strong visual identity for Sul & Beans. We came up with series of 5 different icons, inspired by Korean traditional patterns, which reflects our natural ingredients, philosophy and the spirit of the brand’s unique characteristics.

The word ‘sul’ literally translates to snow in Korean; it refers to what is known as Bingsoo (Shaved Ice). “Beans” stands for both coffee beans and red beans. The philosophy behind our cafe is simple: to provide unique Korean dessert experiences by adding a creative twist to the traditional ingredients and share unforgettable taste of a Bingsoo.