Create a modern Korean dining identity that feels authentic, welcoming, and premium

Restaurant Branding + Menu System

Brand Strategy

Janchi, Korean meaning ‘feast’, especially a festive one, conveys a culturally celebratory brand personality. Promoting a warm, welcoming tone of voice, calling customers to indulge in the spices and dishes that make South Korea a culinary powerhouse. Janchi provides authentic South Korean cuisine and a fantastic place to connect and engage with the community.

Visual Direction

Initially inspired by the layers of fabrics on the tables and the presentation of the food, my direction began to flow almost naturally for this project. The almost modular way the larger plates are surrounded by a sea of smaller dishes, the richness of the dyes in the fabrics, and a friendly atmosphere that welcomes chatter and joy. Once the typefaces were decided upon, I was also inspired by more retro print ads and the halftone texture was also incorporated into the process.

Process

hand sketches, logo drafts, rejects

Logo

Type + Color

The main display font, used in the logos, is Avalanche. I was looking for a chunky and angled typeface, and all caps avalanche fit the bill.

The main typeface used online and for the menu is Boucherie Block. I was looking for a typeface with a similar x-height to Avalanche and found the roundness in it to be a nice juxaposition to the sharpness of the main display. When the two combine, there is almost a retro vibe that suggests a time more focused on print.

Menu System

Brand Applications + Digital Presence

Outcomes/ Wrap-up