Thonik undertook a comprehensive rebranding project for the Hyundai Department Store's Outlet Store located in Dongdaemun, Seoul. Acknowledging the evolving retail environment and how consumers connect with brands, the project sought to integrate the area's rich cultural legacy with a modern vibrancy. Thonik aimed to transform the Outlet Store into more than just a shopping destination, instead envisioning it as a reflection of the local community's energetic character. Central to this initiative was the development of a unique wayfinding system featuring distinctive pictograms, symbolizing the store's open and inviting approach to retail and customer experience. The project exceeded expectations, achieving a remarkable 66% sales growth on opening day.
The article profiles French designer Sandrine Cheong, whose multidisciplinary practice blends motion, print, and experimental design. Based between Paris and Amsterdam, she embraces curiosity and play as central to her creative process, evolving her work through exploration and movement. The feature highlights her transition from print to motion design and her philosophy of open-ended experimentation.
Dutch studio Thonik has rebranded the humanist broadcaster Human with a vibrant two-tone identity that unifies its diverse programming. The design uses fluorescent magenta and orange to symbolize inclusivity and openness, paired with Lineto’s LL Riforma typeface for a friendly, rhythmic wordmark. The system extends across motion and static applications, giving Human a cohesive and accessible visual voice in Dutch media.