Samwoojung, NY
Brand Identity Design

Samwoojung first opened in 1963 in Seosomun, Seoul – and for the last 60 years, it has served generations of diners its original legacy recipe for Seoul-style bulgogi, which is characterized by its distinctive broth and prepared in a special dome-shaped copper vessel. Samwoojung is opened in Midtown Manhattan as a one-of-a-kind, old-school bulgogi house. The concept hails from Korea, and it is the restaurant’s first-ever appearance stateside.

The project aims to uncover the heritage
of a 60-year-old brand and solidify
Samwoojeong’s brand system
as it is reborn in New York,
taking a thorough approach to refreshing it.