Kyochon Chicken is one of Korea’s most iconic chicken brands, with over 30 years of history in continuously evolving Korean fried chicken culture. In 2023, Kyochon introduced Kyochon Pilbang, a premium flagship store in Itaewon—a district where diverse cultures converge—redefining the beloved chimaek (chicken + beer) experience with a fresh culinary perspective. The concept of Kyochon Pilbang extends beyond a dining space; it was envisioned as a cultural hub where tradition and modernity intersect. Historically, the Pilbang (筆房) was more than just a workshop for tools—it was a gathering place for scholars and artists to write, paint, and exchange ideas. This concept resonates with Itaewon’s vibrant, multicultural character, making it an ideal foundation for Kyochon’s new brand experience. Moreover, we identified a natural connection between Pilbang’s core element—brushwork—and Kyochon’s distinctive cooking method. Kyochon has long upheld the meticulous practice of hand-brushing sauce onto its chicken, a technique that embodies the brand’s dedication to craftsmanship and deep flavors. Just as a calligrapher carefully composes each stroke with precision, Kyochon perfects the taste of its chicken through deliberate and artful brushstrokes. My role was to translate this brand philosophy into a compelling visual identity. Inspired by the essence of Pilbang and the fluidity of brushstrokes, I developed a versatile logo system featuring vertical line motifs—symbolizing both the elegance of calligraphy and Kyochon’s dynamic energy. Expanding on this concept, I designed brushstroke-inspired graphic patterns, artworks, and icons, preserving Kyochon’s rich heritage while elevating its brand presence in a premium setting.
