Branding and Identity Design for Koreana
Koreana is a fast-casual South Korean eatery situated in the bustling downtown area of Haifa, Israel. The client came to us with a straightforward objective: to develop a brand identity that conveys warmth, authenticity, and a family-oriented ethos, steering clear of the clichéd visuals often found in the industry. The aim was to embody the essence of traditional Korean culture while cultivating a cozy and welcoming image that appeals to diners looking for a serene, home-like experience. Our process began with extensive research into Korean cultural principles—such as tradition, harmony, and family—as well as understanding the requirements of the target audience, which includes families, groups of friends, and anyone who appreciates comfort, warmth, and delicious food.
Central to the logo concept was the theme of a “house of tradition.” The roof shape symbolizes stability and grounding, while clean geometric lines and organized typography provide balance. The subtle curves in the lettering introduce an element of flow and freshness to the overall design. This identity was carried through to the packaging, which featured light pastel shades, minimalist fonts, and tactile materials to evoke a sense of natural simplicity and tranquility. Every design decision—from layout to color—was thoughtfully made to ensure a peaceful and inviting experience. The overall aesthetic finds a middle ground between contemporary minimalism and traditional narrative. We also incorporated a crane, a significant symbol in Korean culture that stands for longevity, happiness, and family, adding depth to the brand's message.