SEOUL Birthday Cafe Project

Duration: 3 Days (25–27 Dec 2025)
Format: Event Visual Identity & Merchandise Design
Location: Blue Log Café, Mapo-gu, Seoul, South Korea
Output: Posters, merchandise, packaging, and spatial visuals
Designer: Shihan Peng

This project was developed as part of a fan-led birthday café campaign supporting a K-pop artist’s anniversary event in Seoul. Designed across both digital and physical formats, the work aims to create a cohesive and immersive visual experience that strengthens emotional connection and engagement within fan communities.

The visual identity is centred around the concept “Blue Letter”, combining soft blue tones, handwritten typography, and symbolic elements such as envelopes, stars, and illustrated motifs. These elements work together to evoke intimacy, nostalgia, and personal communication, reflecting the relationship between the artist and fans.

The project includes a wide range of design outputs, including promotional posters, photocard sets, stickers, tickets, cup holders, and packaging, as well as on-site display visuals. A consistent design system was applied across all materials to ensure visual coherence and recognisability within the event space.

This project reflects my interest in how fan culture operates as a participatory creative system, where design functions not only as visual communication but also as a medium for collective expression. It also demonstrates my ability to translate digital aesthetics into physical environments, creating integrated experiences across online promotion and offline interaction.

LNGSHOT; LIM LOUIS (2026, BIRTHDAY CAFE / SEOUL) NCT127; NAKAMOTO YUTA (2026, YUNIKA VISION LED PROJECT / TOKYO) ALPHADRIVEONE; ZHOU ANXIN (2025 , BIRTHDAY CAFE / SEOUL) ALPHADRIVEONE; LEE LEO (2025, MAMA / HONGKONG)

LNGSHOT; LIM LOUIS (2026, BIRTHDAY CAFE / SEOUL)

NCT127; NAKAMOTO YUTA (2026, YUNIKA VISION LED PROJECT / TOKYO)

ALPHADRIVEONE; ZHOU ANXIN (2025 , BIRTHDAY CAFE / SEOUL)

ALPHADRIVEONE; LEE LEO (2025, MAMA / HONGKONG)