Okdongsik
Restaurant Rebranding
Overview
Translating Heritage into a Premium Global Brand Language
Okdongsik is a global brand that redefines the essence of traditional Korean 'Dwaeji-gukbap' into a sophisticated, contemporary dining experience. The challenge was to visualize the 'Aesthetics of Simplicity,' delivering both Korean soul and premium value to a global audience. By blending the fluid curves of traditional brassware with the raw texture of brushwork into the logo and typography system, the identity establishes a cohesive brand journey across both digital platforms and physical touchpoints like spatial signage and packaging. This integrated approach has empowered Okdongsik to evolve beyond a restaurant into a cultural landmark in the global culinary scene.
Creative Services
Brand Identity System (Color & Typography) • Logo Design • Website • Menu & Stationery • Spatial Branding (Interior & Signage) • Social Media Strategy
Secondary
Primary
Highlight
Logo
The new logo signals a bold transition toward a global presence, adopting a universal visual language that ensures instant recognition across borders. By seamlessly integrating traditional Korean brush strokes with the refined texture of Yugi (Korean brassware), the design preserves authenticity while looking forward. Rather than emphasizing the name itself, the identity centers on the craft within each bowl, anchored by the slogan 'Essence of Simplicity' to clearly define the brand’s core philosophy.
↓
Typography System
The serif typeface captures a seamless harmony between heritage and modern sensibilities, reflecting the balance of authentic flavors and a contemporary dining experience. This visual alignment naturally embodies the 'Essence of Simplicity.' Even within a multi-language system, each typeface quietly unites with each other to create a refined and cohesive atmosphere.
