In-house Brand Project
AYHEYA Seoul Cafe is designed based on a modern Korean aesthetic, allowing the space, menu, and graphics to connect in one gentle, friendly flow. We carefully considered every detail so that the brand's thoughtful consideration and complete identity can be felt wherever your eyes land.
Rather than simply bringing in traditional elements, we have reinterpreted them with a restrained sensibility and a clear identity that reflects 'Korea today.' To ensure that the beauty of Korea, which has been passed down for a long time, can be deeply felt by those living today, we have passionately worked to complete the brand's texture, from the space design to the menu and detailed operations.
When planning the menu for Eheya Seoul Cafe, I thought this should be a key element that completes the texture of the space. I wanted to intuitively show the modern Korean identity we aim for by refining familiar Korean ingredients like Omija, mugwort, and Injeolmi into modern desserts that fit today's sensibility. I paid close attention so that the unique colors and aromas of grains and fruits, along with the warmth of carefully selected tableware, could be consistently conveyed through a single cup of tea or a sip of a drink. I wanted the comfort felt in the space to naturally extend to the palate, creating a seamless flow where visitors can comfortably experience Korean culture through taste and aroma.
Hotteok Bread is not just another common dessert you can easily find anywhere; it is a menu we planned with the desire to deliver a special joy that can only be tasted in Korea. To simultaneously achieve the signature chewy rice cake texture of Hotteok and the soft texture of bread, we went through countless tests night and day, preparing with absolute dedication. The Hotteok Bread that was finally born into the world was thankfully featured on MBN News, and we went on to host successive pop-ups at prestigious venues, from Yongsan IPARK Mall and Nine One Hannam Gourmet 494 to Hyundai Department Store's Trade Center branch, Apgujeong main branch, and even The Hyundai Seoul. After that, we continued to receive endless love calls from numerous department stores and malls. I still cannot forget the overwhelming sense of reward when it established itself as a signature beloved by so many people, regardless of the season.
