In large-scale catering projects, a comfortable resting atmosphere and social attributes are often the top priorities of the design. However, when faced with this mere 38㎡ space, the extensive design experience from numerous retail stores kept surfacing in my mind — we realized that the core logic of small catering stores should shift toward a retail-oriented vibe. Constrained by the area, a spacious seating area was out of the question, and naturally, there was no room to accommodate the needs for comfort and social interaction. Here, efficiency first was the key to breaking through the dilemma.

The so-called retail-oriented vibe essentially means enabling the core value of products to reach consumers in the most efficient way. First of all, the space design needs to be simplified, taking the initiative to step back as a supporting role. With a simple and pure base as the backdrop, the products themselves become the visual focus. Secondly, considering the relatively uniform size of DOONA’s products, we combined display shelves of different heights. This not only maximized the use of vertical space but also gave the product display a greater sense of hierarchy and breathing room.

DOONA has long been beloved by locals for its distinctive cute image. But in this design, we did not overextend this "cuteness" to the space; instead, we only retained it in the VI (Visual Identity) system. In terms of spatial expression, we focused more on conveying a sense of quality — we hoped that when DOONA’s food is placed on the shelves, consumers can directly perceive a "premium-looking" feel. Even though the products themselves are affordably priced, this visual sense of quality can add a premium perception to the brand.
The selection of materials and lighting also revolved around this core. We extensively used earth-toned natural materials paired with warm-toned lighting, which not only created a gentle and healing atmosphere but also made the color of the food more appealing. Meanwhile, we reserved ample shelf space for peripheral products. When the peripheral boxes printed with little coal ball patterns are neatly displayed on them, they blend seamlessly with the spatial style, and every coordination looks natural and harmonious.

In the end, this 38㎡ store was not constrained by its size. Instead, by balancing approachability and quality, it found a unique expression belonging to DOONA. It is not just a space for selling food, but more like a condensed showcase of the brand’s temperament. In the process of stopping by and selecting items quickly, consumers can not only obtain what they need efficiently but also directly feel the quality and warmth of DOONA. Moreover, this "small yet refined" design logic has provided a valuable practical model for our subsequent small-space projects.