PALPAL

Restaurant Branding

Overview

Brand identity development for a contemporary Korean tapas restaurant in New York City.

PALPAL celebrates the fusion of diverse Asian cultures, translating the dynamic energy of its local neighborhood into a bold and immersive dining experience.

Creative Services
Logo Design • Brand Identity System (Color & Typography) • Website • Menu, Stationery • Packaging Design • Uniform Assets • Social Media Strategy

Primary

Base

Highlight

Logo

Derived from the dual meaning of PALPAL—representing both the number 88 and a state of vibrant energy—the logo encapsulates the brand’s mission to foster a high-energy social space.

The design features an uninterrupted, infinite line that represents the organic evolution of culture, where the merging of different lifestyles creates a fresh contemporary narrative. To reflect PALPAL's diverse menu, the logo employs a flexible visual system, with varying forms that visualize the eclectic vibes and rich flavors offered by the brand.

Designed as a fold-out brochure, the all-in-one page layout captures the communal spirit of a tapas-style restaurant. This streamlined format is strategically crafted to encourage exploration, inviting guests to discover and share multiple dishes. The visual hierarchy emphasizes unpretentious, approachable choices, highlighting the brand’s commitment to providing high-quality, small-plate cuisine at an accessible price point.

Online Strategy

Website

The website utilizes a streamlined, single-page navigation to ensure a seamless user journey, directing immediate focus toward the brand's core identity. Through curated visual storytelling, users can intuitively grasp PALPAL’s essence—Asian-inspired, tapas-style dining—providing just the right amount of information to spark curiosity and drive engagement.

Social Media

The social media strategy centers on a dynamic collection of visuals, highlighting high-energy wok-kitchen moments and efficient takeout services. This curated content reinforces the brand’s promise of "fast and accessible" cuisine while capturing the vibrant, urban lifestyle of its audience.