Sam Woo Jung is one of the most famous Bulgogi restaurants, known for its rich heritage and traditional Korean flavors. I led the task with rebranding the restaurant to capture Korea’s timeless culinary values while appealing to the modern New York audience. My approach was to refine the visual identity of Bulgogi culture, carefully balancing the deep-rooted traditions with a contemporary perspective. I focused on elements that reflect the authenticity of Korean cuisine, while introducing modern design touches that resonate with the city’s diverse, fast-paced environment.