Borrowing its name from the Korean street tents known for food, drinks and late-night conversations, Pocha Pocha was conceived as a place where people could unwind and gather.

The identity channels the colour and vibrancy of Korea through playful reinterpretations of traditional forms. Multicoloured gradients, dynamic design and references to the Taegeuk symbol introduce movement and freshness throughout the brand. Two tonal systems run in parallel, fresh and multicoloured for day, deeper and more electric for night.