A promotional image for 29CM's new tagline, "By Every Taste" [29CM]
A promotional image for 29CM's new tagline, "By Every Taste" [29CM]

29CM, a fashion and lifestyle platform operated by Musinsa, unveiled a new tagline and an in-house typeface Wednesday, aiming to consistently communicate its identity as a taste-curation platform.

The new tagline, "By Every Taste," encapsulates the brand's direction — a commitment to respecting each customer's distinct preferences and accompanying them as they explore and expand their personal tastes.

The company also introduced a proprietary typeface called 29CM Editorial. Comprising both sans-serif and serif styles, the font was developed as a variable font so it can be applied across a range of environments, including the app, website and content. The two styles can be toggled within a single font file, allowing flexible use depending on context — from product descriptions to branding content.

The rebrand aligns with 29CM's expanding business scope. After building its foundation in fashion, the platform broadened its categories from 2024 to include home and lifestyle, kids, food and ticketing. With a more diverse product lineup, the company is placing greater emphasis on its curation capabilities — handpicking brands and products suited to individual tastes.

29CM will roll out the new tagline and typeface across its app, website and other services starting Friday. On the same day, it will release content introducing the background and features of the typeface's development. A pop-up store in Seongsu-dong on Oct. 28 will also feature a space where visitors can experience the new brand identity firsthand.

"We will distribute the 29CM Editorial typeface free of charge so that anyone — customers and designers alike — can use it, allowing more people to directly experience 29CM's brand assets," a company official said.


siuu@heraldcorp.com