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Brand Design 2025
Kyunjip is a fictional Korean street food restaurant located in New York City. The identity is built around a single central idea: cultural translation through typographic structure. Rather than representing Korean culture visually through illustration or ornamentation, the system finds its reference point in Hangul itself — the modular, geometric logic of how strokes stack, interlock, and form blocks. The custom logotype rebuilds the Latin letterforms of "kyunjip" using that structural language, creating something that sits between two writing systems without fully belonging to either. The result mirrors the restaurant's own position: Korean food rooted in tradition, operating fully within a contemporary urban context.
The supporting materials, a promotional flyer, business card, postcard, and online menu, extend this identity across touchpoints through layered composition and typographic discipline.
The identity uses two typefaces alongside the custom logotype: Zuume and Charter.
Zuume handles display and navigational text with its condensed geometry naturally echoing the logotype's tight modular structure.
Charter grounds the body copy, providing contrast through its more curved forms along, while retaining some similarity through its sharp serifs.
Zuume handles display and navigational text with its condensed geometry naturally echoing the logotype's tight modular structure.
Charter grounds the body copy, providing contrast through its more curved forms along, while retaining some similarity through its sharp serifs.
Business Card
The palette came directly from the food itself. The light, warm orange was pulled from the color of the popular and spicy tteokbokki, though the color has been muted here.
The forest green references the leafy vegetables that run through Korean cooking. Together they feel specific to the cuisine without being literal about it, and they keep the photography from reading as generic stock by pulling everything into the same tonal world.
The forest green references the leafy vegetables that run through Korean cooking. Together they feel specific to the cuisine without being literal about it, and they keep the photography from reading as generic stock by pulling everything into the same tonal world.
Postcard