Chen
Cultural Branding · Logo Exploration, 3D Identity Design, Cultural Visual Research, Brand Application
A logo exploration project for Studio Chenchen, focused on creating different visual interpretations of the studio’s "Chen" logo. The concept draws from my Indonesian and Korean background, bringing cultural references into a more expressive visual system. Through Y2K-inspired forms, Hangul details, organic elements, and 3D experimentation, the project gives the logo more personality and depth. The result is a set of directions that expands the studio’s identity while keeping it rooted in cultural storytelling.
The first direction draws from K-pop visual culture, especially the playful, Y2K-inspired design language seen in contemporary Korean music and youth branding. Using Hangul as a starting point, the Korean characters for “Chen” were reinterpreted into a Latin alphabet logo, creating a mark that feels culturally rooted but readable for a wider audience.
The second direction draws from Indonesia’s natural landscape, using organic forms and plant-inspired details to create a warmer and more expressive identity. The logo was further developed through 3D experimentation, adding depth, dimension, and a more dynamic visual presence.
