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ABOUT THE PROJECT /
SCOPE /
LOGO DESIGN, BRAND STRATEGY,
VISUAL SYSTEMS
A MEAL BECOMES A MEMORY. A MEMORY BECOMES A CONNECTION. A CONNECTION BECOMES A REASON TO REVISIT. THIS BRAND IDENTITY AND LOGO REDESIGN FOR CHOI'S REIMAGINES ITS VISUAL LANGUAGE AROUND THE WARMTH, CULTURE, AND CRAFTSMENSHIP OF THE DINING EXPERIENCE. THE NEW IDENTITY CREATES A BOLD, EXPRESSIVE SYSTEM DESIGNED TO BRING THE RESTAURANT TO LIFE ACROSS MENUS AND DIGITAL TOUCHPOINTS.
THE CHALLENGE /
CHOI’S CURRENT LOGO DOES NOT FULLY REFLECT THE RESTAURANT’S CORE PRINCIPLES AND VALUES. WHILE THE EXISTING IDENTITY SERVES AS A RECOGNIZABLE MARK, IT LACKS THE VISUAL CHARACTER NEEDED TO COMMUNICATE CHOI’S APPROACH TO FOOD AND HOSPITALITY.
THE CHALLENGE WAS TO CREATE A REFRESHED IDENTITY THAT FEELS MORE INTENTIONAL, DISTINCTIVE, AND ALIGNED WITH THE EXPERIENCE CHOI’S OFFERS, WHILE MAINTAINING A CONNECTION TO ITS EXISTING IDENTITY AND HERITAGE.
MOODBOARD /
LOGO DEVELOPMENT /
WHEN DECIDING ON THE TYPOGRAPHY AND DIRECTION FOR THE NEW LOGO, I ENVISIONED AN ENCAPSULATION OF CRAFTSMENSHIP AND COMFORT THROUGH CHOI'S CULINARY PROWESS. TO REFLECT THESE IDEAS I DISTANCED FROM THEIR CURRENT MODERN SANS-SERIF AND EXPERIMENTED WITH A BOLD AND EXPRESSIVE 'HAND-WRITTEN' TYPEFACE, A MORE PERSONAL AND PLAYFUL APPROACH IN A MARKET WHERE SERVICE AND LUXURY GO HAND IN HAND.
WITH THIS NEW LOOK, CHOI'S TRULY REFLECTS AMBITION AND CURIOUSITY WHILE STAYING TRUE TO ITS ROOTS IN ASIAN CUISINE AND EVOLVING THE
PALETTE THROUGH FUSION - REFLECTED IN THE DARK RED COLOR PALETTE. THE DEPTH IN COLOR REPRESENTS WARMTH AND LUXURY, WHICH ALIGNS
WITH CHOI'S MISSION TO ENSURE HOSPITALITY THROUGH THEIR DISHES AND DINING EXPERIENCE.
THE STRATEGY /
BUILT ON THE OWNER'S WORDS 'CRAFTED WITH INTENTION, SERVED WITH SOUL', I CREATED A VISUAL IDENTITY CENTRALIZING THIS IDEA. IN COMBINATION WITH THE NEW TYPOGRAPHY AND LOGOFORM, CHOI'S IS ABLE TO EXPRESS THIS CONCEPT MORE CLEARLY AND BE A PLACE OF CRAFTSMENSHIP AND COMFORT.
THROUGH THE INTRODUCTION
OF A REFINED TYPOGRAPHIC SYSTEM AND DISTINCTIVE LOGOFORM, THE IDENTITY BALANCES CRAFT AND COMFORT. ELEVATING THE BRAND SYSTEM WITHOUT LOSING THE WARMTH AND APPROACHABILITY MAKES CHOI'S FEEL LIKE HOME.
TOGETHER, THESE ELEMENTS CREATE A COHESIVE AND MEANINGFUL VISUAL IDENTITY THAT COMMUNICATES CHOI'S AS A PLACE WHERE EVERY DETAIL IS INTENTIONAL AND EVERY GUEST IS SERVED WITH SOUL.
MENU DESIGN /
WITH REDESIGNING THE MENU, I WANTED TO MAINTAIN THE HANDDRAWN ELEMENT - ADDING CHARACTER AND LIFE TO
THE BRAND AND VISUAL IDENTITY.
I UTILIZED THE NEW TYPEFACE FOR THE SUBTITLES AND DREW AN ICON IN THE ORIGINAL BRAND'S STYLE TO STRENGTHEN THE COMPOSITION WHILE STAYING TRUE TO CHOI'S ROOTS.
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