Branding
Daily Seoul: Korean Flavor, Made Familiar
An end-to-end brand experience for a Korean lifestyle food brand at an H-Mart food court.
Year :
2026
Industry :
F&B
Client :
Hmart
Project Duration :
16 weeks
Overview :
Daily Seoul is a Korean lifestyle food brand designed for H-Mart food courts.
The project focused on introducing protein-based Korean meals to non-Korean customers through a modern, pop, and approachable brand experience.
Brand Challenge :
The challenge was to create a brand that feels Korean without being too traditional or intimidating to non-Korean audiences.
In a crowded food court, the brand needed to capture attention within seconds, without being loud or visually overwhelming.
Brand Strategy :
The strategy was to translate Korean food culture into a modern, pop visual language that feels familiar rather than intimidating.
Korean-inspired, not traditional
Clean and readable from a distance
Warm and modern rather than bold or aggressive
Designed to capture attention quickly without visual noise
My Role :
I led the end-to-end brand experience for Daily Seoul, shaping how the brand is expressed across visual, physical, and spatial touchpoints.
Brand identity and logo design
Food and lifestyle photography direction and shooting
Poster, menu board, and printed materials
Merchandise and packaging design
Photo editing and visual styling
Interior mood and in-store visual decisions
BRAND APPLICATIONS :
Menu boards and food photography
2. Posters and promotional materials
3. Merchandise and packaging
4. In-store visuals and interior mood
REFLECTION & LEARNINGS :
This project reinforced the importance of designing brand experiences under real-world constraints.
Working across visuals, space, and digital touchpoints strengthened my ability to think about user experience beyond screens.
More Projects
Branding
Daily Seoul: Korean Flavor, Made Familiar
An end-to-end brand experience for a Korean lifestyle food brand at an H-Mart food court.
Year :
2026
Industry :
F&B
Client :
Hmart
Project Duration :
16 weeks
Overview :
Daily Seoul is a Korean lifestyle food brand designed for H-Mart food courts.
The project focused on introducing protein-based Korean meals to non-Korean customers through a modern, pop, and approachable brand experience.
Brand Challenge :
The challenge was to create a brand that feels Korean without being too traditional or intimidating to non-Korean audiences.
In a crowded food court, the brand needed to capture attention within seconds, without being loud or visually overwhelming.
Brand Strategy :
The strategy was to translate Korean food culture into a modern, pop visual language that feels familiar rather than intimidating.
Korean-inspired, not traditional
Clean and readable from a distance
Warm and modern rather than bold or aggressive
Designed to capture attention quickly without visual noise
My Role :
I led the end-to-end brand experience for Daily Seoul, shaping how the brand is expressed across visual, physical, and spatial touchpoints.
Brand identity and logo design
Food and lifestyle photography direction and shooting
Poster, menu board, and printed materials
Merchandise and packaging design
Photo editing and visual styling
Interior mood and in-store visual decisions
BRAND APPLICATIONS :
Menu boards and food photography
2. Posters and promotional materials
3. Merchandise and packaging
4. In-store visuals and interior mood
REFLECTION & LEARNINGS :
This project reinforced the importance of designing brand experiences under real-world constraints.
Working across visuals, space, and digital touchpoints strengthened my ability to think about user experience beyond screens.
More Projects
Branding
Daily Seoul: Korean Flavor, Made Familiar
An end-to-end brand experience for a Korean lifestyle food brand at an H-Mart food court.
Year :
2026
Industry :
F&B
Client :
Hmart
Project Duration :
16 weeks
Overview :
Daily Seoul is a Korean lifestyle food brand designed for H-Mart food courts.
The project focused on introducing protein-based Korean meals to non-Korean customers through a modern, pop, and approachable brand experience.
Brand Challenge :
The challenge was to create a brand that feels Korean without being too traditional or intimidating to non-Korean audiences.
In a crowded food court, the brand needed to capture attention within seconds, without being loud or visually overwhelming.
Brand Strategy :
The strategy was to translate Korean food culture into a modern, pop visual language that feels familiar rather than intimidating.
Korean-inspired, not traditional
Clean and readable from a distance
Warm and modern rather than bold or aggressive
Designed to capture attention quickly without visual noise
My Role :
I led the end-to-end brand experience for Daily Seoul, shaping how the brand is expressed across visual, physical, and spatial touchpoints.
Brand identity and logo design
Food and lifestyle photography direction and shooting
Poster, menu board, and printed materials
Merchandise and packaging design
Photo editing and visual styling
Interior mood and in-store visual decisions
BRAND APPLICATIONS :
Menu boards and food photography
2. Posters and promotional materials
3. Merchandise and packaging
4. In-store visuals and interior mood
REFLECTION & LEARNINGS :
This project reinforced the importance of designing brand experiences under real-world constraints.
Working across visuals, space, and digital touchpoints strengthened my ability to think about user experience beyond screens.