brief: the client, dokkaebi is a mid-range to high-end korean restaurant, they wanted to use the korean mythological creature, the dokkaebi. a mascot logo was the priority however they wanted an art direction that implemented the korean culture, especially the people. the process went smoothly as the client had the same vision.
solution: through research on the dokkaebi, we opted to go for dualism as its main point of reference. the black and white, overlapping graphics the people of korea over the food that sustains them and their culture.
as much as possible through the process, communication was key, thinking of how together with the client we could convey the korean heart through imagery and graphics. we settled on finding inspiration from korean children's book for the logo and type and as well as an artistic high-end feeling for the supporting graphics. a mix, a dualistic representation of the child and adult, of korea and its people.
