The purpose of this project was to create a new identity for the fictional “Choi’s Korean Kitchen”. This restaurant is a Michelin Guide 2 star restaurant located in the St. Helena, CA. The restaurant is based off of tv celebrity chef Roy Choi and his unique cooking style.
The client was wanting a logo that best represented the company, having a traditional Korean feel without over the top Korean references. As seen below, my solution for this was to include the national animal of Korea, the tiger, into the design.
This restaurant has a laid back family atmosphere and is a place for people to feel at home without being pressured. The service is high-class yet affordable, and fits the atmosphere of the Napa Valley.
Shown below are some of my initial ideas. The client originally asked for something based upon the likeness of Roy Choi shown on the bottom left, or possibly mostly type based like the top right.
The finished product turned out as the circular badge with the tiger. The final logo works in a landscape lockup with the type, as well as a standalone badge. This project was a great success and the client was very pleased with the product.
