JANG MO JIB: KOREAN DINING AND BAR

Tasked with a rebranding that would include print/digital menus for their restaurant and bar respectively, I pulled my primary inspiration from the naturally occurring colour palette in traditional South Korean cuisine, emoting a warm and family-owned atmosphere for guests and patrons.

The updated logo/wordmark was inspired directly by the geometric reoccurring patterns that exist in Hangul (the Korean written alphabet). Paired with a smooth sans-serif and a comprehensive iconography system, the menu designs were carefully crafted through several feedback sessions with our client to compare production costs/variables. Print assets were written with English/Korean bilingual accessibility in mind.

The final menus were split separately into the JMJ Restaurant menu and their "BLOSM" bar/nightlife menu respectively. The bar menu, by contrast, was intended to evoke a darker, more intimate feel compared to the dining counterpart.