Launch of the Korean menu
CHA is an Asian restaurant launching a new line featuring Korean dishes. The project required a distinct visual language that would convey the atmosphere of Korean street food while maintaining a connection with the restaurant’s existing brand.
I developed the visual concept from scratch: from the color system to the design of the brand media.
Task
The main task was to create a bright and recognizable visual system for the launch of a new line of dishes.
It was important to:
- visually highlight the Korean direction within the existing brand;
- convey the atmosphere of Korea;
- adapt the system for both digital and physical media.
A separate challenge was developing a single-sheet, double-sided menu with a complex structure and a large amount of content that had to remain legible and visually dynamic.
Visual concept
The visual direction is based on the atmosphere of Korean evening streets with neon signs, street advertising, and rich typography.
The style is inspired by the atmosphere of Seoul’s evening streets—dense typography, neon signs, and the visual buzz of the urban environment. This combination is ideal for the launch of a dynamic street food line, easily translates to packaging and digital, and appeals to a young audience.
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