Brand Identity


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The brand identity for this Korean restaurant focuses on the restaurant’s name “ssalgwameal”. The name itself refers to “rice” and “wheat”, which are the staple foods in Korean diet and cuisine. Consistent with the exterior identity, the interior of the restaurant has been created with the motif of a map symbol indicating the fields in which rice and wheat grow. The concept of a fine restaurant that always uses wholesome ingredients is visually depicted through a highly understated impression that emphasises the modernity of the Hangul (Korean alphabet) characters.

  • Client:
    The Happiness Foundation, Seoul
  • Design:
    hongdesign ltd., Seoul
  • Creative Direction:
    Kyung Sun Kymn
  • Art Direction:
    Hyun Kyung Kim
  • Artwork:
    Haeok Shin
  • Project Management:
    Sung Taek Hong