Blending Korean heritage with global appeal through a poetic, dual-identity design system
KYOCHON PILBANG – Brand Identity for a Cross-Cultural Flagship
KYOCHON PILBANG was developed as a flagship branding initiative for KYOCHON Chicken’s first global-facing store located in Itaewon, one of Seoul’s most culturally diverse neighborhoods. The goal was to introduce Korea’s “chimaek” (chicken & beer) culture to a global audience while preserving the brand’s heritage. I was responsible for leading the concept development, naming, and visual identity of the PILBANG brand. The project emphasized cross-cultural storytelling, poetic symbolism, and a modern reinterpretation of traditional Korean design elements.
Role
- Lead Brand Identity Designer
- Developed the brand concept, name, and visual storytelling framework
- Designed two complete identity systems (one minimal-modern, one calligraphy-inspired), both adopted for use
- Directed the design of visual assets across packaging, signage, menus, and in-store communication
- Collaborated with spatial designers and the brand strategy team to ensure environmental consistency
- Developed the brand concept, name, and visual storytelling framework
- Designed two complete identity systems (one minimal-modern, one calligraphy-inspired), both adopted for use
- Directed the design of visual assets across packaging, signage, menus, and in-store communication
- Collaborated with spatial designers and the brand strategy team to ensure environmental consistency
Challenge
- Create a flagship identity that resonates with both Korean locals and international visitors
- Preserve and reinterpret the brand’s deep-rooted heritage while expressing innovation and openness
- Bridge cultural symbolism (e.g. ink, brush, Korean script) with contemporary visual trends
- Offer a flexible system that can live across physical, digital, and spatial touchpoints
- Preserve and reinterpret the brand’s deep-rooted heritage while expressing innovation and openness
- Bridge cultural symbolism (e.g. ink, brush, Korean script) with contemporary visual trends
- Offer a flexible system that can live across physical, digital, and spatial touchpoints
Creative Approach
- Named the brand “PILBANG” (筆房, meaning “brush room”), referencing a space of artistry and expression
- Developed two parallel design systems:
1. Modern system: Grid-based, clean, and typographically driven for universal legibility and scalability
2. Cultural system: Inspired by Korean brush calligraphy, using organic textures, hangul forms, and poetic. references
- Applied these systems flexibly depending on medium—calligraphic graphics for in-store and printed elements, modern system for signage and packaging
- Integrated symbolic motifs such as brushstroke lines and ink blot forms into subtle UI and brand expressions
- Designed assets that visually guide users through the space, reinforcing both heritage and discovery
- Developed two parallel design systems:
1. Modern system: Grid-based, clean, and typographically driven for universal legibility and scalability
2. Cultural system: Inspired by Korean brush calligraphy, using organic textures, hangul forms, and poetic. references
- Applied these systems flexibly depending on medium—calligraphic graphics for in-store and printed elements, modern system for signage and packaging
- Integrated symbolic motifs such as brushstroke lines and ink blot forms into subtle UI and brand expressions
- Designed assets that visually guide users through the space, reinforcing both heritage and discovery
Outcome
- Visitor traffic increased by 113% within the first three months compared to the previous year
- Over 80% of visitors were international, reflecting strong global resonance
- The omakase dining space maintained a 90% reservation rate, with more than 80% of bookings from international guests
- The project was featured in Monthly Design (April 2024), Esquire Korea, and The Economist, raising both the brand and studio's visibility
- Received the iF Design Award 2024 in the Interior Architecture category
- Significantly increased public awareness of our agency, leading to multiple new client inquiries from F&B and hospitality sectors
- Over 80% of visitors were international, reflecting strong global resonance
- The omakase dining space maintained a 90% reservation rate, with more than 80% of bookings from international guests
- The project was featured in Monthly Design (April 2024), Esquire Korea, and The Economist, raising both the brand and studio's visibility
- Received the iF Design Award 2024 in the Interior Architecture category
- Significantly increased public awareness of our agency, leading to multiple new client inquiries from F&B and hospitality sectors
Personal Achievement
In most identity projects, only one proposal is selected. But for KYOCHON PILBANG, two of my concept directions were implemented—one for the flagship store, and one for the omakase space.
Being invited to the opening and seeing both ideas come to life was an incredibly rewarding moment, reflecting a rare level of trust and creative alignment with the client.
This project not only shaped the brand’s new direction, but also became a powerful case study that drove further business growth for our studio. It remains one of the most meaningful milestones in my design career.
Being invited to the opening and seeing both ideas come to life was an incredibly rewarding moment, reflecting a rare level of trust and creative alignment with the client.
This project not only shaped the brand’s new direction, but also became a powerful case study that drove further business growth for our studio. It remains one of the most meaningful milestones in my design career.
Flagship Store KYOCHON PILBANG: Space Identity
Brand Identity
KYOCHON F&B
Brand Identity
KYOCHON F&B
Task Scope: Full Branding
Partial Scope: Identity Design
Sub Tasks: Art Direction, Illustration, Identity Design, Print Design, Signage Design, Brand Guidelines
Category: Flagship Restaurant
Date of Completion: 2023
Partial Scope: Identity Design
Sub Tasks: Art Direction, Illustration, Identity Design, Print Design, Signage Design, Brand Guidelines
Category: Flagship Restaurant
Date of Completion: 2023
Strategy: Bemyguest
Interior Design: NONESPACE
Art Direction: A FLOW
Interior Design: NONESPACE
Art Direction: A FLOW
