Hongik University (South Korea)
en.hongik.ac.kr

Project Title: Golden Ratio Bear
Client or Class Name: Hongik University - www.hongik.ac.kr/index.do

The ‘Golden Ratio Bear’ displayed in the ‘’2nd Tamna Idea Exhibit’ is a creation of a coffee brand that matches the identity of the Teddy bear museum. Not only is this piece commercially available just like the teddy bear museum model, but also designed as a cafe that could attract Jeju tourists. The brand naming,‘Golden ratio Bear’, is a neologism that is made with the phrase ‘Golden ratio Bear’, which means ‘golden ratio’. By replacing the ‘gum’ into ‘gom’, which means ‘bear’ in Korean, it highlights the identity of the teddy bear museum and indicates that the brand’s coffee is roasted according to the ‘golden ratio’. In regards to the brand naming and identity, all designs are made according to the golden ratio and mapped out to form the perfect ratio with every set of a package.