In Seoul, there exists a town known as Pyeongchang-dong, renowned for its distinctive ambiance. Nestled at the foot of a mountain, this town seamlessly blends the beauty of nature with ancient Korean architecture, creating a serene and tranquil atmosphere. Despite being a part of Seoul, Pyeongchang-dong feels like it’s divided from the city just like cracks on the walls.

    Every corner of this town bears the mark of cracks. The weathered walls of old buildings, a small river stream that winds through rocky mountain formations, the shape of the valleys, the countless tree branches, and the labyrinthine alleys between ancient houses—all evoke the notion of cracks.

    Inspired by this essence, the name of a café emerged—Teum. Nestled within Pyeongchang-dong, Café Teum provides people with a space to relax.

    The logo of Teum is made of the shape of the Korean letter 틈 (teum), with the detail of tree branches added.

    The logo of Teum effectively conveys the themes of crack-ness and captures the atmosphere of the surrounding area by incorporating images of a flowing river stream, mountains, intricate tree branches, and an old house door. These visual elements harmoniously come together to evoke a sense of ruggedness and authenticity, reflecting the unique ambiance of the location.