HEY DOUGH Naming :
‘HEY DOUGH’ is a bakery café located in ‘Indeokwon’. At NA1, we handled the branding process from start to finish, including brand naming, overall concept development, identity design, applications, interior and exterior signage, and even the tile wall graphics within the space.
The biggest challenge in naming this space was creating a name that was simple, intuitive, and reflective of the brand’s identity. After analyzing the neighborhood of Indeokwon, we discovered that the area was surrounded by parks, apartments, and schools, attracting families, young couples, and children. While sophisticated names might seem appealing, difficult-to-pronounce or hard-to-recognize names would not align with the local character or effectively convey the brand's identity.
Returning to the essence of the brand, we engaged in in-depth discussions with the owners to uncover what was most important to communicate to customers. Already running the well-loved "Haz Bakery," the owners wanted to establish a new brand that could introduce fresh concepts and menus. They envisioned a space with two large ovens—one for baking pizza and the other for bread—showcasing the baking process as a core feature of the space.
From these insights, we identified the brand’s core value: everything starts as ‘Dough’ before it goes into the oven. The chef's meticulous care in kneading the dough by hand became a crucial inspiration. Building on this, we developed the name "HEY DOUGH"—a friendly and approachable name using onomatopoeia that embodies the brand’s warmth and essence.
Out of over 70 naming ideas, we narrowed it down to 30 initial proposals before arriving at the single name that captured the essence of "Dough." This process naturally led to the creation of the brand’s planning and strategy. By seamlessly integrating the name, space concept, menu, and overall customer experience, we felt we had successfully laid the foundation for a cohesive and authentic brand identity.
HEY DOUGH Identity :The logo of "HEY DOUGH" was designed to reflect its essence, with the core motif of 'Dough.' It features a handcrafted look, with rough and uneven shapes that give it a strong character. However, this distinctive design made it challenging to find a complementary brand typeface. To address this, we developed custom alphabets and symbols unique to "HEY DOUGH" The resulting "HEY DOUGH Font" was seamlessly applied across applications and signage, unifying the brand identity.
The brand's approachable and friendly mood influenced the spatial tone, which was styled with warm and versatile furniture to create a welcoming environment. The space was designed by Studio SAAN, and the process involved fun discussions over detailed elements like stained glass and sofa colors. One of the standout features is the tile wall graphic on the first floor, which uses the handprint symbol as its focal point. To achieve the intentionally crinkled texture, tiles were broken and carefully pieced together by hand.
"HEY DOUGH’s" slogan, Just Dough It!, is a playful parody of Nike's famous slogan ‘Just Do It’. It conveys a cheerful brand identity while staying true to the essence of 'dough.'