Using the letters of its name as basic building blocks, we developed a fun visual icon for this cute Korean fusion cafe chain: the round face of a child, mouth open in exclamation or wonder.

Riffing upon “Omo omo!” — a Korean expression of surprise suitably translated as “Oh my gosh!” — we incorporated details and quirks into our design that may slip past unnoticed. These surprise gestures amplify the playfulness of the brand, connect with its primary demographic of the young and young-at-heart, and, when discovered by the keen eye, elicit a breath of delight.

The icon, for example, appears in unexpected places all around each cafe outlet, popping up in banisters and embedded into the ceiling. At Kallang Wave Mall, life-size cut-outs are available at select tables, inviting visitors to place them over their own face and snap a photo, hopefully bringing a big smile.