Restaurant Branding
2022, East Village NYC
아리아리 AriAri
Brand identity development for a casual restaurant in East Village, NYC, inspired by Korean port city, Busan 부산
Modern-Vintage is the key identity to focus on its mission to create a space where locals can experience both new and nostalgic moments
Role Graphic Designer / Visual Director
Logo
First started as a text design with an implication of a wave, plus Asian characters. The design then changed to a vintage style graphic, focusing more on localization of identity.
Final version includes the brand slogan, “Busan to New York,” to directly communicate the idea of bringing foreign culture to the local region.
LOGO PROCESS
Menu design inspired by traditional restaurants in Korean street markets. The old layout hints at the cultural concept behind.
Combination of black & white image and bold colors create a unique & newtro look.
Food : 11 x 8.5 in. (unfold) / Coated Ultra Smooth Cardstock
Drink : 5.5 x 8.5 in. / Uncoated Cardstock
Menu
Secondary
Primary
Base
Packaging
Photograph stickers with hand drawings to further communicate its concept through takeout services.
Each icon represents the core value of brand :
Seagull Key Inspiration, Busan
Ttukbaegi Origin of Culture, Korea
Oyster Main Ingredient, Fresh Seafood
