Based on several analyses and tests, I discovered that Restaurant Seoul’s promotion did not appeal to their audience. I gained insight about the audience by quantitative and qualitative empirical data collections, with primary research including interviews, observations and surveys. Secondary research mainly consisted of analyzing market reports.

The solution that I created for Restaurant Seoul, was a stunning new brand identity that captured all the intangible values that makes Restaurant Seoul an amazing restaurant. To create beautiful branding, connecting values and audience with each other, was exactly the solution that proved to draw in a wider audience.