프론트킷 FRONTKIT
쉬고거리 Shigo Street
프론트킷은 남양주 평내동 로컬 상권 ‘쉬고거리’를 주민 중심의 쉼과 커뮤니티가 공존하는 생활형 문화거리로 재정의하는 브랜딩을 수행했다. 영주가 옹주를 위해 지어줬던 궁집과 둘레길, 다양한 상점들의 정서를 연결하여 걷고 머물며 관계가 형성되는 거리 경험을 목표로, 스토리와 브랜드 아이덴티티를 정립하고, ‘온휴·복이·쉼이’ 캐릭터와 다양한 애플리케이션 디자인을 진행했다.
작은 쉼과 일상의 복을 제안한다는 컨셉의 따뜻한 시각 언어적 요소들은, 상권의 정체성과 환대의 분위기를 일관된 커뮤니케이션으로 구현되어 스탬프 투어, 지역 축제, 온프라인 홍보에 활용되었으며, 이를 통해 쉬고거리는 단순한 골목 상권을 넘어 머물고 관계 맺는 로컬 자원으로의 기반을 마련할 수 있었다.
작은 쉼과 일상의 복을 제안한다는 컨셉의 따뜻한 시각 언어적 요소들은, 상권의 정체성과 환대의 분위기를 일관된 커뮤니케이션으로 구현되어 스탬프 투어, 지역 축제, 온프라인 홍보에 활용되었으며, 이를 통해 쉬고거리는 단순한 골목 상권을 넘어 머물고 관계 맺는 로컬 자원으로의 기반을 마련할 수 있었다.
FRONT KIT carried out a branding project that redefined Shigo Street, a local district in Namyangju, Korea, as a cultural street where people can gather, rest, and spend time together.
By connecting the historic Gungjip—built during the Joseon Dynasty for a royal princess— and the surrounding trail, with the unique local shops, the project aimed to create a street experience where people walk, linger, and build relationships. Front Kit established the brand narrative and identity system while developing the three mascots—Onhyu, Bogi, and Shimi—along with a range of applied design assets. Grounded in the concept of offering small moments of rest and everyday blessings, the warm visual and verbal language consistently expressed the district’s identity and sense of hospitality. The branding was implemented across local festivals as well as online and offline promotional campaigns.Through this integrated approach, Shigo Street evolved beyond a simple neighborhood alley into a local asset—one that invites people to stay, connect, and belong.
By connecting the historic Gungjip—built during the Joseon Dynasty for a royal princess— and the surrounding trail, with the unique local shops, the project aimed to create a street experience where people walk, linger, and build relationships. Front Kit established the brand narrative and identity system while developing the three mascots—Onhyu, Bogi, and Shimi—along with a range of applied design assets. Grounded in the concept of offering small moments of rest and everyday blessings, the warm visual and verbal language consistently expressed the district’s identity and sense of hospitality. The branding was implemented across local festivals as well as online and offline promotional campaigns.Through this integrated approach, Shigo Street evolved beyond a simple neighborhood alley into a local asset—one that invites people to stay, connect, and belong.
Client: 경기북부지식재산센터, 남양주시, 쉬고거리상인회
Agency: FRONT KIT
Creative Direction: Min Ah Hong
Art Direction & Design: Yun Woo Shin
Character & Design: Jung Woo Park
Design Participation: Hyeok Kim, Da Yeon Lee, Sung Ho Kim
Agency: FRONT KIT
Creative Direction: Min Ah Hong
Art Direction & Design: Yun Woo Shin
Character & Design: Jung Woo Park
Design Participation: Hyeok Kim, Da Yeon Lee, Sung Ho Kim
