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.