Kim Hyun Guen (K)



First Cabin

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First Cabin 

Brand Identity


2025


First Cabin is a capsule hotel brand in Japan that offers a first-class experience within a compact stay. While their concept of luxury is thoughtful, I felt it lacked a stronger sense of exclusivity. To address this, I blended exclusive luxury with affordability, drawing inspiration from the depth and richness of Japanese culture to create a more refined and meaningful experience.

The logo combines two number ones, symbolizing unity and singularity. Influenced by the fluidity of Japanese brushstrokes and gestures, the design incorporates artisanal details that bring a sense of craftsmanship to the identity. I also developed a series of graphic elements representing First Cabin’s multiple locations across Japan. Each symbol draws from Japan’s cultural richness—such as cherry blossoms, the Shibuya crossing, and traditional architecture—visually connecting the brand to its heritage while offering a modern interpretation.