AriAri

Restaurant Branding

Brand Vision

AriAri brings the most exotic flavors to New York, inspired by the vibrant coastal energy of Busan, Korea. The brand focuses on striking a balance between the familiar and the unfamiliar, blending local influences with foreign inspiration.

Project Goal

Ariari brings the most exotic flavors to New York, inspired by the vibrant coastal energy of Busan, Korea. The brand focuses on striking a balance between the familiar and the unfamiliar, blending local influences with foreign inspiration.

Deliverables

Logo • Brand Identity System (Color & Typography) • Menu & Stationery • Packaging Design • Website • Social Media Strategy

Blue

Hex #24338a
RGB 36 / 51 / 138
CMYK 100 / 95 / 11 / 2

Orange

Hex #f26b42
RGB 242 / 107 / 66
CMYK 0 / 78 / 80 / 0

Ivory

Hex #f5ebca
RGB 245 / 235 / 202
CMYK 0 / 2 / 20 / 4

Logo

Starting as a typographic study of waves and heritage characters, the AriAri logo evolved into a vintage-inspired identity tailored for cultural localization. The inclusion of the “Busan to New York” slogan encapsulates the brand’s core narrative: bridging two distinct worlds through a shared culinary experience.

Inspired by the raw and authentic charm of traditional Korean street market eateries, the layout utilizes a heritage-driven structure to evoke a sense of cultural nostalgia. The striking juxtaposition of monochromatic photography and a vibrant color palette establishes a distinctive ‘Newtro’ aesthetic, bridging the gap between old-world tradition and modern New York energy.

Packaging

To extend the brand narrative to the takeout experience, a series of bespoke stickers were created which blend authentic photography with playful hand-drawings. These tactile assets serve as visual storytelling tools, creating a connection even outside the physical restaurant space. Each icon is a symbolic representation of AriAri’s core pillars:

Seagull: A tribute to the coastal spirit and heritage of Busan.

Ttukbaegi(Clay Pot): A symbol of the warmth and depth of authentic Korean culinary culture.

Oyster: A nod to our commitment to fresh, premium seafood as a primary ingredient.