Yeon-Gil
Redesign of an e-commerce website to improve navigation, increase conversion rates, and enhance the overall shopping experience. The project aimed to create a more visually appealing and user-friendly platform to drive sales and customer satisfaction.
New York, USA
2022
Restaurant
Shax - Brand designer
AM Branding
Challenge
Standing out among numerous Korean BBQ restaurants was a key challenge. The client wanted to attract a younger audience by creating a space that feels energetic, trendy, and connected to K-pop culture. We were tasked with developing a brand identity that conveys a sense of hype and mystery, while maintaining a cool, edgy aesthetic inspired by tattoo studio visuals.
Results
Black and purple were selected as the primary brand colors to convey a sense of premium quality, loyalty, and mystery. Neon lighting elements were incorporated into the visual identity to enhance the energetic, hype-driven atmosphere. The logo design emphasizes a signature standing BBQ icon, highlighting the restaurant’s specialty and strengthening brand recognition.
Process
Current Market Position:
The brand is positioned as a youth-oriented Korean BBQ restaurant designed to differentiate itself within a highly competitive market. It focuses on delivering an immersive dining environment that blends food, music, and social energy, appealing to customers who enjoy trendy, experience-driven spaces influenced by K-pop culture.
Tone of voice:
Edgy, vibrant, and intriguing — communicating a confident and stylish personality that feels exciting, modern, and slightly rebellious while remaining approachable.
Visual Design & Style Guide:
The visual identity was built around a striking black and purple palette to evoke sophistication, depth, and a sense of mystery. Neon-inspired elements were incorporated to reinforce the lively, nightlife atmosphere. A bold logo featuring a signature standing BBQ motif was created to highlight the restaurant’s unique specialty. A detailed style guide ensures consistent visual execution across all brand applications and future expansions.
Conclusion
The project successfully created a distinctive brand identity that helps the restaurant stand out in a crowded Korean BBQ market. By combining an edgy visual style, bold color choices, and a hype, youth-focused atmosphere inspired by K-pop and nightlife culture, the brand establishes a strong and memorable presence. The cohesive design system and comprehensive style guide provide a solid foundation for consistent application and future brand growth.
