Branding for Goging
My task was branding and naming a steak restaurant.
It is a bistro restaurant in Korea, which specializes hand-torched steak made only from premium quality steers. They aim to give professional concept and young vibes.
Naming
'Goging' was proposed to represent the brand's steak-centered menu, as [ gogi ] means [ meat ] in Korean and the word with a suffix [ -ing ], would mean 'everyday going to Goging for gogi.'
Logo
The logo illustrates the flames of steaks on the grill and the texture of fresh meat. The hand-drawn line art reveals freely drawn strokes, which creates young, energetic and casual ambiance. The type logo is in serif typography which emphasizes seriousness and restraint of the institution. Also, its pointy and curvy type style is designed to suit the illustration style. Korean type logo is san-serif to maintain modern look.
The simple and straight-forwarded design reveals the modern and professional values of the chef and the restaurant, the high quality of food and service.
Color Palette
The chosen main colors highlights key words that represent the brand values and characteristics. Tone of pink red resembles passion, meat and fire, yet conveys young and bright ambiance. Pale orange adds coziness and navy stands for premium.
" Passion, Fire, Strict, and Premium "
RGB F5E6D8
RGB F73754
RGB 1F1F44
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