Kitchen Lab is a casual fusion restaurant located in Daejeon, one of South Korea’s major cities and the science hub of the region. The restaurant’s brand identity incorporates the city’s historical background as well as distinct regional characteristics. The words laboratory and kitchen were combined to create an intuitive and inviting name. For the logo, the letter “A” positioned in the centre of the word LAB was transformed into an image of a triangular flask. The menu is also inspired by the kitchen laboratory concept.