Established in South Korea in 2003, Baekjeong is the most popular Korean BBQ restaurant chain in the world, known for their premium quality meats and offering a vibrant, one-of-a-kind Korean cultural dining experience that showcases the rich authentic flavors of KBBQ. We were approached by Kijung Hospitality Group -- Baekjeong’s parent company in the U.S. -- to build brand awareness and expand Baekjeong’s reach and exposure among new and existing customers of diverse backgrounds in the United States.

In 2019, Baekjeong underwent a major rebranding that included updates to its name, logo, and design. With the new branding in place, we executed strategic creative and content designs to showcase Baekjeong’s unique, modern style and elevated brand identity. We developed the official Baekjeong brand book, fun in-store promotions and designs with interesting factoids about KBBQ and Korean culture to entertain diners, and the Baekjeong website, including the styling and capturing of Baekjeong's food menu items and refreshed interior designs.