THE PROJECT

In a market dominated by global franchises, Korean elements were often treated as decorative accents rather than a core brand strategy. Burger-Ok was created to challenge this gap. At the time, the Korean burger market was saturated with Western-style concepts that looked and felt similar, while global interest in Korean culture was rapidly growing. This created an opportunity to build a burger brand rooted in an authentic Korean identity, rather than treating Korean identity as a surface-level styling element. As Creative Director, I analyzed traditional Korean visual principles and aesthetics to extract key design elements and develop a cohesive brand design system. Instead of relying on superficial motifs, I built the brand from the fundamental logic and sensibility of Korean design. The system was consistently applied across every touchpoint, including BI, packaging, uniforms, marketing, and spatial design. The result was a brand experience that felt distinctly Korean while remaining compelling to a global audience.

Impact: Launched within 3 months · Brand awareness and customer engagement increased by 28%