Identity for fast casual restaurant. Koreana - brand identity
Customer: Koreana is a fast-casual South Korean cuisine restaurant located in Haifa, Israel. The brand aims to create a cozy and authentic atmosphere, offering guests dishes based on Korean traditions.
Objective: to create an identity for Koreana that reflects Korean traditions and the cozy atmosphere of the restaurant, while avoiding stereotypes and combining authenticity with modern minimalist design here...
When Koreana, a South Korean cuisine restaurant in Haifa, Israel, approached us, their request was clear: to create an identity that conveys the unique atmosphere and traditions of South Korea while avoiding superficial clichés. The brand sought not only visual uniqueness, but also to gain the trust of its target audience - families and businesses looking for a cozy and authentic environment in the bustling city center.
Objective
We had to develop a visual identity that would harmonize Korean cultural symbols with modern minimalism. The main goal was to create an identity that would convey the warmth and family values of Koreana, while remaining relevant and appealing to an Israeli audience. An important part of the challenge was to create not just a logo and packaging, but a holistic concept that would emphasize the brand's uniqueness and cultural roots.
Preparation and research
The process began with an in-depth analysis of Korean culture and Koreana brand values. We searched for metaphors and images that could accurately convey a sense of authenticity without turning into superficial associations that are often found in competitors. We also paid attention to researching the target audience - people who appreciate tranquility, comfort and tradition, yet are open to modern design solutions.
Logo and visual concept development
The central idea was the concept of a “house of tradition” - a place where every guest can experience stability, comfort and quality. The logo embodies this idea through the image of the roof of the house, presented in clear geometric shapes that symbolize reliability and harmony. We added modern elements such as interesting curves in the typography to keep the visual style fresh and relevant.
Packaging and materials
For the packaging, we chose light pastel colors to emphasize simplicity and naturalness. The use of minimalistic typography and tactile materials added a sense of organicity and quality. We aimed for the packaging to evoke associations with nature and care for each guest. The image of the crane, an important symbol in Korean culture representing family prosperity, was added as a key element linking the visual style to tradition.
Results
The new identity allowed Koreana not only to stand out among competitors, but also to create a strong emotional connection with visitors. Guests noted that the visual style and atmosphere of the restaurant fully meet expectations - cozy, family values and authenticity. Through in-depth analysis and thoughtful design, Koreana successfully attracted its target audience and strengthened its position in the market.
