In 2000, a small gimbap shop opened at the Shinsegae Gangnam food court. Its authentic flavors became lasting memories for loyal customers, and that spirit lives on today in Hana Hana.
For this renewal project, TinLab developed the brand naming, identity, and design system. The name Hana Hana was created to embody the warmth of Korean jeong—a sentiment that resonates universally across generations. Inheriting the heritage of the original Hana Gimbap, the brand voice was refined to deliver a cleaner and more straightforward identity, while honoring the craftsmanship of its founding members and the diversified menu designed to reflect each customer’s unique taste.
The newly crafted logo lettering reflects the precise motion of slicing a gimbap filled with fresh ingredients. Its extra-bold form conveys friendliness and comfort, while its black-and-white palette evokes the modern simplicity of gimbap itself—reinforcing the brand’s contemporary identity.
Hana Hana — simply fresh, delightfully delicious.
Korean soul food, refined since 2000.
