OVERVIEW
Seoul Garden Korean Cuisine and barbecue was cultivated on the values and beliefs of family, authenticity, and sharing of cultures. By creating an identity that incorporates traditional Korean imagery such as the blue dragon and cloud motifs, as well as dish names in English and Korean, the food truck highlights the authenticity of Seoul Garden's cuisine while providing a modern twist that invited new audiences into the Korean culture.
Featured on Packaging of the World and Ideas Di Magazine.
ILLUSTRATIONS
PACKAGING
The food packaging for the Seoul Garden food truck is made specifically for Asian cuisine, with disposable chopsticks that double as a handle to hold boxes of food and to-go bowls for rice-based dishes. Each packaging option includes a sleeve that comes in a variety of colors, offering the customer an aesthetically pleasing photo opportunity for social media and/or item of memorabilia to remember their food truck experience.
MENU DESIGN
Seoul Garden Food Truck offers both a print and digital menu for customer convenience. Both menu versions take into consideration classic menu engineering principles and color theory to provide efficient and effective reading and decision-making for customers. By providing the names of dishes in Korean characters as well as spelled out phonetically in English, customers are encouraged to learn about authentic Korean dishes and immerse themselves deeper into the culture surrounding Korean barbecue.
IDENTITY DESIGN
The lockups for the Seoul Garden Food Truck identity use an altered version of Teko to create a variable type. By having specific letters in the name extended, the name in English resembles characters in the Korean language. The lockups also pay homage to the Korean language by using a geometric typeface, which resembles the angular nature of Korean characters. There are a total of five logo variations that can be used throughout the branding of the food truck, including vertical and horizontal versions to accommodate for different branding layouts, and versions that combine the business' name in Korean and English characters to promote cultural immersion.
STYLE GUIDE
