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Restaurant Branding
Branding
Developed a brand’s identity, which includes its visual style, voice, messaging, and positioning, to create a cohesive and memorable presence that resonates with its target audience.
Graphic Designer
Created original designs and worked with existing branding assets to compile a specific look and feel to achieve my objectives.
Creative Director
Led the vision and execution of a brand's creative strategy, design, messaging, and storytelling to ensure cohesive and impactful experiences across all touchpoints.
The vision of Gui is to connect over high-quality cuts of local meat, shared laughs, and a warm cup of tea by the in-house tea master. Designed for a younger, style-conscious crowd, Gui offers an elevated yet cozy dining experience that seamlessly blends modern aesthetics with traditional Korean elements.
The challenge was to create a brand that felt upscale without losing its heritage. Gui needed to embody both the elegance of premium dining and the warmth and interactive, lively elements of Korean BBQ.
The logo draws inspiration from the Korean flag, using symbols that represent the four natural elements. Its geometric structure nods to traditional woodblock printing, giving the brand strength and clarity. Organic textures — from soft, warm tones to dark wood and handmade paper — were woven throughout the design system. From embroidered uniforms to menu layouts and drink coasters, every detail was built to tell the same story. The result is a distinct, sensory-rich brand that honours tradition, invites celebration, and stands out in a competitive dining scene.
