Almamigo Taco & Tequila Branding 🌮

Almamigo is the taco & tequila bar that sparked the revival of Apgujeong Rodeo's dining scene in Seoul. This F&B branding project captures the energy of authentic LA street tacos while celebrating Almamigo's own bold creations — a Korean Hanwoo tripe taco, a birria-style hangover ramen, and a sweet horchata to finish.

The owner came in with a hand-drawn heart character and logo they'd designed themselves. My role was to build a cohesive brand identity around it — honoring the original concept while elevating it into a full visual system. The project covered packaging design, poster design, menu design, and merchandise design, delivering everything a modern F&B brand needs to stand out.

Already have a logo? I specialize in helping restaurants and cafés develop branding that transforms an existing logo into a complete, memorable brand experience. Let's make it work harder for you. :)

Willow, Wellness Life Curation 🍃

Willow is a wellness life curation brand designed for those seeking more flexibility and ease in modern life. Rather than a standard yoga or meditation class, Willow curates one-of-a-kind wellness experiences — think yoga paired with aromatherapy, or tea ceremony combined with movement. Programs span yoga, meditation, singing bowls, journaling, and aroma oil sessions, all thoughtfully brought together for the worn-out modern soul.

Willow's logo design captures the quiet movement of willow leaves swaying in the breeze — evoking freedom and fluidity. To reflect a brand where poetic language meets sensory imagery, I curated a natural visual palette and developed a clean, minimal design system. The brand identity extends across printed materials for each event and a cohesive Instagram branding presence, creating a consistent and calming visual world across every touchpoint.

Brand Director: @youandryu @jin_a_kim / Photographer: @seoul_journal

Bar Hilo — Cocktail Bar Branding 🍸

Hilo is a cocktail bar nestled in Apgujeong Rodeo, Seoul — but don't expect the usual stiff, formal bar atmosphere. With music, cocktails, and an eclectic food menu, Hilo feels less like a bar and more like hanging out at a cool friend's place. Relaxed, personal, and full of character.

While exploring several logo design directions together, the client brought in a hand-drawn logo that perfectly captured Hilo's one-of-a-kind personality. Taking that illustration as the foundation, the entire brand identity was built around the same hand-drawn aesthetic — menus, promotional posters, and beyond, each item illustrated by hand to stay true to that warm, personal feel.

Drawing out every dish and cocktail one by one made this one of the most enjoyable F&B branding projects to work on. :) Come for the music, stay for the drinks and bites — Hilo is a space worth experiencing.

Brand Director: @bjeonvjeon

Carnev — Brand Identity & Package Design 🥩

Carnev is a premium salt-aged meat brand targeting single-person households and a younger, trend-conscious customer base. The brand identity leans into the bold, raw energy of quality meat — built around a strong typographic logo and a vivid accent color palette that feels both premium and approachable.

Salt aging is a technique where salt naturally permeates the meat through air exposure over time, resulting in an exceptionally tender texture and deeply enhanced umami flavor. The packaging design was crafted to reflect that artisanal process — rugged yet refined, with a presence that stands out both on shelf and online.

Gymtown Rodeo — Personal Training Studio Branding

Branding project for a personal training studio specializing in 1:1 and small group sessions, located in Apgujeong Rodeo, Seoul. The brand identity was built around a vintage-inspired color palette, featuring a bold typographic main logo alongside a custom cowboy character sub-logo that gives the studio its distinct personality.

The brand extended seamlessly into the physical space — signage, banners, window graphics, and wall murals were all designed with cohesive typography and illustration to bring the brand's tone to life throughout the interior.

For gym and fitness studio openings, the full suite of branded collateral is available: business cards, flyers, session cards, posters, banners, and merchandise including t-shirts and branded goods.

Client: Gymtown Forest

Year: 2022

짐타운의 두번째 로케이션, 짐타운 포레스트의 브랜딩 디자인을 이어가게 되었습니다. 서울숲에 위치한 짐타운 포레스트는 타잔을 메인 캐릭터로 사용해 서울숲의 로케이션을 강조했습니다. 인스타그램 브랜딩 또한 기존의 브랜드 컨셉에 맞추어 블루와 레드 컬러를 유지하고, 일러스트와 타이포를 적절히 사용하여 진행하고 있습니다.

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Gymtown Forest is the second location of Gymtown. Located in Seoul Forest, Gymtown Forest’s branding includeds tarzan character to emphasize on its location. Graphic elements for the interior design includes singage, banner, and wall graphics. The Instagram branding also adheres to the existing brand concept, maintaining blue and red colors and progressing with the appropriate use of illustrations and typography.

AndTree Restaurant Branding - 앤드트리 브랜딩

압구정 로데오에 위치한 이탈리안 비스트로, 앤드트리의 BI 디자인 시안 입니다.

사람들은 각지거나 뾰족한 형태보다 인체의 곡선을 닮은 모양을 볼때 편안함을 느낀다고 합니다. 레스토랑을 찾는 고객들이 함께 편안함을 느끼실 수 있기를 바라며 작업된 로고 입니다.

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This is a BI design for AndTree, an Italian bistro located in Apgujeong Rodeo. People say they feel more comfortable when they see shapes that resemble the curves of the human body rather than angular or pointed shapes. This logo was created in the hope that customers visiting the restaurant would feel comfortable together.

Pozbe Studio BI Design - 포즈비 스튜디오

Inspiration. Attitude. Pose. Be.

연기를 뛰어 넘어, 삶을 바라보는 태도, 사람을 대하는 태도, 사랑을 하는 태도. 이러한 태도를 만들고, 영감을 나누는 포즈비 스튜디오의 의류 라인 브랜드 로고 작업을 함께 했습니다.

클래식하지만 볼드한 서체를 조합하여 엠블럼 심볼로 작업하였고, 그에 맞는 키컬러와 자연, 노을을 나타내는 그라데이션을 메인으로 사용하여 아름다움과 따뜻함을 전달하고자 했습니다.

포즈비 스튜디오는 배우와 배우를 꿈꾸는 이들이 개성을 나타낼 수 있는 의상과, 에슬리저룩, 일상복 등 다양하게 활용 가능한 의류를 판매합니다.

Seoul Danielle Psychiatric Clinic - 서울 대니얼 정신건강의학과 브랜딩 🌳

마음을 위한 공간, 서울 대니얼 정신건강의학과의 브랜딩 작업입니다. 서울숲의 편안한 공간에서 전문적인 상담과 치료를 제공하는 영어 상담 가능한 bilingual 정신건강의학과 입니다. 카페같이 편안한 느낌의 우드톤의 인테리어에 맞게, 다크 그린과 따뜻함을 나타내는 핑크를 키컬러로 사용했습니다. 기존의 정형화된 정신건강의학과 브랜딩에서 벗어나, 나무, 자연, 사람이 아닌 이니셜 로고를 통해 모던함을 강조했습니다. 

도움이 필요하신 분은 자세한 진료과목 및 위치, 진료시간을 아래 인스타그램에서 확인해주세요! @seouldanielle

#아니진디자인 #브랜딩 #브랜드디자인 #로고디자인 #병원개업 #병원로고 #병원브랜딩 #이니셜로고 #한글로고 #영문로고 #그래픽디자인 #디자인 #디자인외주 #프리랜서디자이너 #graphicdesign #design #branding #BrandIdentity #branddesign#hospitallogo #hospitalbranding #logodesign #logo #freelancedesigner  #koreandesign 

Client: 라한 셀렉트, 경주상점 [트래블코드] | Lahan Select, GyeongJu Store [Travelcode]
Year: 2020

라한 셀렉트의 편집 매장, 경주상점의 리테일 디자인 입니다.

정성, 장인, 고전, 상징의 4가지 카테고리로 제품을 분류하고 각 카테고리가 의미하는 시간의 길이를 나무의 나이테로 표현해 로고와 브랜드 디자인으로 활용했습니다. 정성은 1년, 장인은 10년, 고전은 30년, 상징은 100년 동안 사랑을 받아온 제품을 나타냅니다.

제품마다 어떤 시간을 파는 것인지의 설명을 담은 엽서는 방문하는 고객들이 한장씩 가지고 갈 수 있도록 매장 한쪽 벽면에 진열되었습니다. 어린이들을 위한 레트로 과자 종합세트와 어른들을 위한 경주맥주와 다온한과 세트도 패키지 형태로 제작되었습니다.

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Retail design of Gyeongju Store at Lahan Select.

The store categorizes its products into four categories: dedication, craftsmanship, classic, and symbol, representing the length of time each signifies with tree rings in the logo and brand design. Dedication represents products loved for one year, craftsmanship for ten years, classic for thirty years, and symbol for products cherished for a hundred years.

Each product comes with a postcard explaining the time it represents, displayed on one wall of the store for visitors to take. The store also features a retro snack set for kids and a package set of Gyeongju beer and Daon Han-gwa for adults.

Client: 흥아기연 [Hoonga]
Year: 2018

흥아기연의 50주년 및 이전과 함께, 새로운 디지털 시대에 맞는 브랜딩 리뉴얼 프로젝트입니다. 기업의 역사와 함께한 이전 로고는 굵은 블록 타입과 타이트한 글자 간격으로 가독성이 떨어져, 리뉴얼과 함께 기존의 브랜드 톤은 유지하되 세련되고 간결한 타입형 로고로 변경되었습니다. 기존의 브랜드 컬러인 다크 블루 또한, 정확한 채도를 맞추어 인쇄하기가 어렵고, 다소 무거운 느낌이 있어, 레드 컬러로 변경하여 임팩트를 살렸습니다.

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For the 50th anniversary of Hoonga and their new start with relocation, every detail of the design was reworked to meet requirements of the digital age. The new Hoonga logo gives the individual elements a new, modern quality to sharpen their impact.

The original logo designed decades ago used extra bold block type with tight letter spacing. In the future, the wordmark will be slimmer and broad kerning to fit for the digital world. With this new look, the trademark will gain lightness and elegance. The original dark blue brand color will be replaced with red which is easier and cheaper production for any marketing products. 

Bit Museum is a fictional museum that exhibits artworks that use the concept of light. Their exhibitions not only include art of natural and artificial lights, but also art of reflections and shadows created by light. The museum is located in Seoul and aims to attract international visitors by having its identity in three different languages: English, Korean and Chinese. The name of museum, Bit, is originally Korean, meaning light.  

Project completed at the School of Visual Arts, 2015
Eric Baker, Instructor

Silver, New Talent Annual  2016

Series of posters designed for an exhibition: Temple of Lights. The exhibition was originally inspired by a Korean artist, Hyunjoo Park, and expanded with an American artist, James Turrell. As the title of the show indicates, this exhibition showcases artworks with a concept of light which will be presented at Bit museum. To connect design to theme of the exhibition, variety shadows and reflection are used throughout the poster. 

Project completed at the School of Visual Arts, 2015 
Eric Baker, Instructor

78 Fruit & Veggie is a branding for a street vendor located at the corner of 78th Street and York avenue. Since it is a street market run by three guys day and night, the identity is designed with hand drawn calligraphy and illustrations to match the vendor's attributes including convenience and sincerity. While maintaining the personality, some of the marketing materials redesigned to add some style. This includes the price cards, takeaways, business cards, and app. The app simply helps its customers to check whether it is open or closed and which products they have in fresh or out.

Project completed at the School of Visual Arts, 2014 
Dan Blackman, Instructor

Inspired by army ration packs, this identity for an organic food brand was created with a minimalist approach. The name reads simply, reflecting the brand, which aims to deliver a simple food style to its consumers, using only natural ingredients, no GMOs, no artificial flavors and preservative-free. Just as the products contain no harmful or additional chemicals, the design for their packaging was also restricted to only necessary elements.

Project completed at the School of Visual Arts, 2014

Dan Blackman, Instructor