Kijung wanted to start fresh, creating a brand identity that would align with and timelessly reflect the company’s mission: To provide a rich culinary experience that brings customers joy, one meal at a time. 

We recognized that while Baekjeong and Ahgassi Gopchang are well-known restaurant brands within the K-BBQ scene, “Kijung” was a new name to even the restaurant’s best patrons. In the course of the brand development process, we became Kijung’s creative and strategic partners, working collaboratively to build the brand’s visual identity and plan for strategic roll-out. 

The Outcome: An elegant brand story embodying the company’s Korean heritage, history, purpose, and vision. 

As a visual articulation of Kijung’s brand story, we created a brand logo that incorporates Korean traditional design elements in a modern way. The brandmark features Hangul, the Korean alphabet,  with custom-designed characters in the form of chopsticks, spoon, and bowl, core components of Kijung’s restaurants’ table spread. 

Upon finalization of the branding suite, Kijung’s brand identity was shared and implemented across its physical and digital touchpoints in a holistic manner.