It is the 2019 Living Fair experiential branding project where the brand philosophy of Plus Minus Zero brand is introduced and the products are displayed. Plus Minus Zero is a brand that comes from the meaning ‘a balance maintained in all directions so that it does not overflow or fall short from the starting point of 0.’ We derived the concept ‘Without Border’ to express the philosophy of Plus Minus Zero, and implemented brand experience design that encompasses all mediums including spatial directing and signage design, and applications like goods and leaflets.

BRENDEN & VIIND

Direction:
Doeui Lee, Yuri Kim 

Design: 
Doeui Lee, Yuri Kim, Jungmin Choi 

CICO & LCC

Project direction:
Jungmin Hwang 

Project managing:
Eunbi Lee 

Photography:
Seungjae Lee