AHOO is a patisserie located in Seongsu, opened in 2022. The name was inspired by the sound a young boy made while blowing out birthday candles—“ahoo.” This simple, heartfelt moment between a pastry chef couple and their son became the emotional core of the brand.

TIN was commissioned to craft a distinct brand identity for AHOO, one that would stand apart from the wave of modern, minimalist cafés in the area. Building on the poetic origin of the name, we developed a complete BI system rooted in warmth, whimsy, and storytelling.

We designed a comprehensive brand guide including logo, type, color system, custom fonts, character, brand story, illustration system, and packaging. Every component was built to translate AHOO’s narrative into a living, expressive identity. The process involved close collaboration with the founders to ensure the result felt both personal and memorable.

Character Concept: DANCING CANDLES

A joyful a cappella dance group that moves to the songs they sing—DANCING CANDLES are here to make your wishes come true. Each character embodies the spirit of celebration and care, dancing to the rhythm of your happiest moments. “Dancing Candles, moving their bodies to the song they sing.” “The songs and dances they show are all to make your wishes come true.”