Petit Planetstudio fnt
• Date added
5 April 2023
Petit Planet is the kids’ division of The Hyundai, one of the largest shopping centres in Seoul.
Seoul-based graphic design studio studio fnt was responsible for developing its brand identity, which encompasses both lingual and visual aspects including the brand name and individual graphics.
Petit Planet was created to provide an experiential space for children and families at the shopping centre. The brand name, Petit Planet, was chosen to embody the idea of each child as a mini-universe full of infinite possibilities.
The logo design features bold letters with a small inner space between them, creating a contrast that is emphasised throughout the brand's visual identity. The contrast is meant to encourage people to reflect on their perception of size and its relative nature, symbolising the many possibilities available.
The graphic system is based on a ‘Universal Grid’ which expands freely to represent vertical, horizontal, circular, and planetary orbits. This system visualises the infinite possibilities of children, and their potential for growth and exploration.
“The greatest joy we have gained from this project is that we have achieved a result that is not obvious. It was also meaningful for all of us to produce another successful outcome that was completely different from our previous work for the same client.”
Deviating from the conventional approach of using friendly and cute shapes and soft colours typically used for children's projects, studio fnt questioned the idea of defining children's tastes from an adult's perspective and explored uncharted territory with the use of a mysterious black colour and thick, heavy shapes. Unlike the typical designs, the illustrations for Petit Planet feature strange alien creations and familiar forms in unexpected contexts against the backdrop of space.