Gohyang Pocha is a casual, inviting, and vivid place to bring your friends to grab a drink, eat some good food, and wind down after work. Gohyang, meaning “hometown” in Korean, wants to remind you of home, even if you aren’t Korean. This is a great place for those new to Korean food and Korean food veterans. Come in, have some fun, and learn how to play Korean drinking games! 짠 Jjan! (Korean for cheers)

I wanted to mix traditional and modern Korean design elements throughout the project. One of the ways I wanted to show this was with the logo. While reviewing the initial ideas for my logos, I liked the idea of having a stamp-like look. I made many variations, trying different shapes and layouts. While researching traditional Korean designs, I noticed flowers were often used, and I incorporated them to give a visual element to the logo. I decided that handwriting my logo gave it a more casual and warm look.

Patterns and Illustrations

The patterns that I used throughout my branding mainly derived from the flower from my logo. I created an illustrative version of the flower by adding stems and leaves (which would be later used in my menu) and then another version where the flower was repeated over and over again. I also created a set of food illustrations I originally wanted to use in my menu but ended up using everywhere else, especially in my posters.