'SABE bien' is a sandwich specialty epi-cafe located in IFC Mall in Yeouido, Seoul. It has been newly renovated to create a more casual and cozy atmosphere compared to its previous locations in Jonggak and Hannam-dong. The name "SABEBIEN" is a fusion of the French word "cava bien" and "SABE," which stands for Savory + Bakery. This combination resulted in "SABE bien," reflecting the friendly and French-inspired feel of the cafe. To match this concept, they have developed an illustrative style and typography that is both approachable and has a French vibe, showcasing a variety of sandwiches. They have also created characters for SABEBIEN, including Mr. SABE, who loves sandwiches, and his dog, Bien, establishing them as the representative characters of SABE bien.
Concept
We drew inspiration from French-style signboards and breadboards to develop a pattern. Our focus was on maintaining original 'SABE' existing identity while imbuing it with new meaning.
Character
MR.SABE is the representative mascot of SABE BIEN. Sabé, who loves sandwiches, enjoys traveling around to taste various sandwiches with his dog, Bien
Mr. Sabe, who loves sandwiches, also has a unique fashion style. andnd his dog, Bien, is an adventurous Jindo dog from South Korea with a strong sense of curiosity.
Illustration
We reinterpreted the illustrations typically seen in classic French bakeries in the unique style of 'SABE bien'.
The diverse styles of sandwich drawings are used in various ways across SABE's online and offline touch points.
