Exclusive: Ourhome files trademark for new buffet brand 'Dive' after Take

Food service company Ourhome has filed a trademark for a new buffet brand called "Dive," following the launch of its existing buffet brand Take. The similarities between the two concepts have raised the possibility that Dive could be developed as a related or secondary brand under the Take umbrella.

According to Korea Intellectual Property Rights Information Service (KIPRIS), Ourhome filed the Dive trademark, which carries the tagline "TRAVEL DINING BUFFET."

The filing draws attention for its resemblance to the Take trademark. Like Take, the Dive mark incorporates the word "TRAVEL" and features a similar design. Take, Ourhome's existing buffet brand, is built around the concept of a "global food market" bringing together cuisines and cultures from around the world.

Those similarities have fueled speculation that Dive could eventually serve as a secondary or affiliated brand to Take. Whether it will actually launch as a brand, however, remains unclear. "This is a precautionary trademark filing — no specific direction or plans have been set," an Ourhome official said.

Ourhome has been expanding its buffet business around the Take brand. The company opened the first Take location in May in the basement of Yeongpung Building in Jongno-gu, Seoul, marking its push into the consumer dining market. On Thursday, it opened a second location — the Jamsil branch — on the third basement floor of Lotte World Adventure in Songpa-gu, Seoul. The company plans to open third and fourth locations in the Mia Sageori and Dongdaemun areas of Seoul before the end of the year.

Ourhome, which built its business on institutional catering and food ingredient retail, has been sharpening its focus on business-to-consumer dining. It has also moved to expand its restaurant portfolio through a business transfer deal within Hanwha Group. On Thursday, Ourhome signed a business transfer agreement with Beoreuscoop Creamery, a subsidiary of Hanwha Galleria, to acquire the premium ice cream brand Benson.

Benson opened its first store in Apgujeong Rodeo in Seoul in May last year and has since grown to 27 locations. The brand recently completed registration of its franchise disclosure documents and plans to begin recruiting franchisees in key commercial districts in Seoul and the greater metropolitan area in the first half of next year. The company aims to reach a total of 100 stores — 50 company-owned and 50 franchised — by 2027.