PULLPOOL은 서울을 기반으로 전현종, 박지현, 김낙훈이 운영하는 디자인 스튜디오입니다. 우리는 브랜드의 본질을 탐구하여 브랜드 고유의 시각 언어를 정립하고, 이를 통해 브랜드의 가치를 높이는 것에 중점을 둡니다. 아트 디렉션과 브랜딩을 중심으로 분야와 규모에 구애받지 않고 폭넓은 프로젝트를 수행하며, 깊이 있는 분석을 통해 미학적으로 완성도 높은 결과물을 제안합니다.
PULLPOOL is a Seoul-based design studio run by Jeon Hyunjong, Park Jihyun, and Kim Nakhoon. We focus on exploring the essence of a brand to establish its own unique visual language, and thereby elevate its value. Centered on art direction and branding, we undertake a wide range of projects regardless of field or scale, delivering aesthetically complete and high-quality results through in-depth analysis.
BRAUNHAUS MINI SHOP Graphic Design Packaging Design
Braunhaus Minishop is a lifestyle brand presented by design studio 'pullpool'. It showcases a variety of lifestyle objects, including tableware, textiles, and stationery, all featuring the studio's signature and original graphics. More than just a retail shop, Braunhaus Minishop proposes a way of life that adds a special sensibility to the everyday.
Our Brand
Category: Brand Design, Motion Graphic, Package
2025
LOTTE STANBRU Brand Design
STANBRU is a new cafe brand from LOTTE GRS based on brewing coffee. Offering high-quality beans that are freshly roasted in-house, STANBRU allows customers to enjoy fresh brewed coffee at a reasonable price. It presents a new coffee culture where brewed coffee becomes a part of everyday life. At STUDIO PULLPOOL, we aimed to establish a brand identity that reflects STANBRU’s core values, delivering a new direction in the saturated coffee market.
Client: LOTTE GRS
Category: Brand Design, Motion Graphic, Package
2025
LOTTE SISIHOSI Graphic Motif Design
SISIHOSI is LOTTE’s lifestyle shop. Guided by SISIHOSI’s brand philosophy, we took charge of renewing the brand logo, tagline, and graphic motifs.
At SISIHOSI, every experience feels like receiving a gift. The brand’s graphic motif—symbolizing heartfelt ribbons and gift boxes—is applied across packaging, shopping bags, and interior elements, creating a consistent and memorable identity.
Client: LOTTE
Category: Brand Design, Package, Graphic
2024
DOZO COFFEE THE HYUNDAI Brand Design
DOZO COFFEE offers a distinctive experience with more than 30 varieties of coffee beans. As a specialty roastery café, it freshly roasts beans upon order, delivering the authentic essence of coffee. With the launch of its new location at The Hyundai Seoul, STUDIO PULLPOOL took charge of the brand renewal and package design. Our work encompassed the logo, graphic motifs, typefaces, and color system, all developed to strengthen DOZO COFFEE’s brand identity.
Client: DOZO COFFEE
Category: Brand Design, Package
2024
PGK AGENCY Brand Design
PGK AGENCY is dedicated to discovering emerging creators and supporting their growth and development. The agency actively seeks out talented individuals who may not yet be in the spotlight and provides them with opportunities to gain recognition and thrive. The graphic motif of PGK AGENCY is inspired by the most fundamental visual unit—a single dot. As the dot undergoes a process of zooming in, it gradually transforms into a clearer and more defined form. This visual metaphor reflects the journey of creators: talented but initially unseen, they come into focus and achieve greater visibility and influence through the platform and support of PGK AGENCY. From the very beginning of PGK AGENCY, we were responsible for designing its brand identity, laying the foundation for a visual system that embodies this philosophy. Through this approach, PGK AGENCY positions itself not only as a management agency but also as a creative incubator, empowering the next generation of cultural leaders to step into the light.
Client: 한국콘텐츠진흥원
Category: Brand Design
2024
BRAUNHAUS Package Design
BRAUNHAUS is a café and lifestyle shop operated by STUDIO PULLPOOL. Its brand identity is rooted in the belief that good moments at home create a happy life. Located in Mapo-gu, Seoul, BRAUNHAUS offers a cozy and charming space filled with stories inspired by design thinking. Reflecting this identity, STUDIO PULLPOOL designed the café’s coffee drip bag packages and cold brew packaging, translating the brand’s values into thoughtful and timeless visuals.
Our Brand
Category: Package Design
2023
LOTTE SISIHOSI PB Package, Seosonal graphic
SISIHOSI is a lifestyle shop by LOTTE, built on the brand identity “Every Day, Good Day.” The brand seeks to enrich daily life by adding small joys, transforming ordinary moments into meaningful experiences. STUDIO PULLPOOL strategically interpreted this philosophy to develop SISIHOSI’s packaging design system and seasonal graphics. The designs go beyond visual expression, serving as a consistent medium to communicate the brand’s warm and optimistic values. By introducing seasonal variations, they bring a sense of freshness and encourage ongoing engagement with the brand. This approach not only visualizes SISIHOSI’s lifestyle vision but also functions as a strategic tool to strengthen the brand’s relationship with its customers.
Client: LOTTE
Category: Package, Graphic
2023, 2022
BRAUNHAUS THE HYUNDAI POPUP STORE Poster Design
In May 2023, BRAUNHAUS held a week-long pop-up store at The Hyundai in Sinchon, introducing its philosophy that good moments at home create a happier life. The pop-up served as an opportunity to translate the brand’s cozy and design-driven identity into a tangible experience for visitors.
STUDIO PULLPOOL l led the creative direction, designing the key visual identity of the pop-up while also developing a range of products that reflected BRAUNHAUS’s values. This strategic approach ensured that the space and products together conveyed a unified story, strengthening the connection between the brand and its audience.
Our Brand
Category: Brand Design, Package Design, Interior
2023
CHARMANDRE Brand Design
CHARMANDRE is a restaurant that reinterprets British food culture, enriching everyday life through authentic cuisine, curated spaces, and carefully selected ingredients. Building on this philosophy, STUDIO PULLPOOL renewed the brand identity by designing logos, typefaces, illustrations, color systems, and packaging. This cohesive strategy ensured that every brand touchpoint consistently communicates CHARMANDRE’s refined and contemporary vision.
Client: CHARMANDRE
Category: Brand Design
2023
AS YOU WISH Brand Design
All products are designed and produced by AS YOU WISH. In addition to the dance leotard, It can be used for various activities such as yoga, Pilates, swimming, etc. We make bodywear. Based on a semi-serif typeface, it is a logotype(wordmark) with an elegant and modern shape by appropriately incorporating curves and straight lines. The serif corners of the wordmark alphabet represent the delicate hands and toes of a dancing movement. The symbol's 'S' shape represents the beautiful lines of a woman, and the 'A' and 'S' overlapped to create a balanced design.
Client: AS YOU WISH
Category: Brand Design
2022
BRAUNHAUS Brand Design
BRAUNHAUS is a café and lifestyle shop operated by STUDIO PULLPOOL, founded on the philosophy that good moments at home create a happy life.
Located in Mapo-gu, Seoul, it is designed as a cozy and inspiring space where everyday life and design thinking come together. Grounded in this brand philosophy, STUDIO PULLPOOL developed a holistic brand strategy that extended beyond visual identity to include packaging design, interior design, and spatial styling. Each element was carefully crafted to consistently communicate BRAUNHAUS’s vision, creating a seamless brand experience that connects lifestyle, space, and product.
Our Brand
Category: Brand Design, Package Design, Interior
2021, 2020
PGK BIZMATCHING Poster Design
The KOCCA (Korea Creative Content Agency) Creative Talent Program is an initiative designed to nurture the next generation of leaders in Korea’s content industry. By connecting outstanding creators with platform organizations and top experts in the content field, the program provides project-based, on-site mentoring that empowers trainees to develop their ideas into impactful outcomes. Based on the unique characteristics of PGK Bizmatching, STUDIO PULLPOOL designed the program’s key visuals, posters, and various promotional materials. The designs were developed to clearly communicate the program’s vision while enhancing its presence and engagement with participants.
Client: 한국콘텐츠진흥원
Category: Poster Design, Editorial Design
2024, 2023, 2021
GEOJE POW CAMP Brand Design
GEOJE POW (PRISONER OF WAR) CAMP was established on June 25, 1950, to accommodate prisoners during the Korean War. Today, with only remnants of the original structures scattered across the site, it has been reborn as the GEOJE POW CAMP Historic Park. Based on vivid historical materials and records—including artifacts from the prisoners' daily lives, barracks, photographs, and clothing—the park has been developed into a living educational site for war history and a major tourist destination. Our project was undertaken to honor the historical value of the camp and to help realize its vision for the future.
Client: GEOJE
Category: Brand Design
2020
BURGER BROTHER Brand Design
BURGER BROTHER is a premium handmade burger brand established in 2017 in Dobong-gu, Seoul. Known for its use of 100% Korean beef and the freshest locally sourced vegetables, the brand is committed to delivering both quality and authenticity. In 2020, STUDIO PULLPOOL reinterpreted BURGER BROTHER’s brand identity and developed a comprehensive visual system. This included the design of logos, typefaces, motion graphics, and packaging, all strategically crafted to strengthen the brand’s premium positioning. The unified design approach not only highlighted the brand’s commitment to quality ingredients but also elevated its presence in the competitive food and beverage market.
Client: BURGER BROTHER
Category: Brand Design
2020
NAMDAEMUN COFFEE Dripbag Package Design
NAMDAEMUN COFFEE is a Seoul-based roastery and cafe with three locations, specializing in roasting and selling their own coffee beans. We undertook the project of designing their drip bag packaging. To provide customers with NAMDAEMUN COFFEE's unique identity, we applied a consistent design system utilizing a signature pattern.
Client: NAMDEMUN COFFEE
Category: Package Design
2020
GYEONGGI WRITERS HOUSE PAJU Poster Design
The “Gyeonggi Story Writer’s House” Biz Meeting is a program created to foster opportunities in the content industry. Selected through a competitive review process, scenario writers from Gyeonggi-do were mentored by producers and directors, and presented the works they developed through a structured planning and development program. The event served as a platform to connect creators with industry professionals and explore new business opportunities.
STUDIO PULLPOOL designed the key visuals, posters, and editorial materials for the Biz Meeting. The design direction emphasized clarity and creativity, ensuring that the event’s vision and purpose were effectively communicated while enhancing its overall identity.
Client: 한국콘텐츠진흥원, 경기콘텐츠진흥원
Category: Poster Design, Editorial Design
2023, 2022, 2021
THE FABRIC Brand Design
THE FABRIC is built on the belief that true value lies in the ordinary. By combining premium materials with the fundamentals of clothing, it creates The Ordinary Clothes—timeless pieces that suit anyone, at any moment, with simplicity that is never ordinary. Based on these values, STUDIO PULLPOOL led the brand renewal, redesigning its visual identity and applications. The refined system communicates consistency and highlights THE FABRIC’s philosophy, elevating everyday essentials into enduring expressions of style.
Client: THE FABRIC
Category: Brand Design
2021
EGG SAUNA Brand Design
EGG SAUNA is a premium Japanese-style sukiyaki restaurant in Seoul, renowned for its honest dishes made with high-quality eggs. Loved by a wide audience, the brand emphasizes authenticity and refined dining. Based on this identity, STUDIO PULLPOOL developed a strategic brand system—spanning logos, illustrations, typefaces, colors, and packaging—that highlights EGG SAUNA’s premium values. The unified design strengthens its position in the competitive dining scene, presenting the restaurant not just as a place to eat, but as a cultural brand blending tradition with contemporary style.
Client: EGG SAUNA
Category: Brand Design
2019
WHI STUDIO CI Design
WHI STUDIO, a Seoul-based interior design firm, sought to establish a distinctive and professional brand identity. The project involved developing a cohesive visual system, including a new logo, color palette, and typography, to create a more systematic corporate image.
Client: WHI STUDIO
Category: CI Design
2019
EUNICE FILM FESTIVAL Poster Design
The EUNIC Film Festival is an annual event that celebrates the diversity of European culture through a collaboration between the Seoul Museum of History and the European Union National Institutes for Culture (EUNIC). Marking its 5th anniversary in 2019, the festival embraced the theme “Wind of Change,” reflecting on the centennial of Korea’s independence movement. Through this lens, it introduced a curated selection of films that explore independence and nationalist movements across major European cities, drawing meaningful parallels between Korea’s history and Europe’s cultural narratives.
Client: 서울역사박물관
Category: Poster Design
2019
