coreanos rebrand

About The Project

Coreanos is a Korean-Mexican Fusion restaurant located in Allston, MA. The goal of this project is to take a restaurant and rebrand it. When I first moved to Allston, Coreanos was one of the first local restaurants I tried. I had never had Korean-Mexican fusion food before, I was floored by how amazing it was. I had such a strong craving for their Coreanos Bowl that I wanted to order it daily.

Considering the blend of two cultures, I wanted to ensure both of those cultures were incorporated into the branding. I specifically tried to look for typefaces by Mexican and Korean type designers but ran into a lot of technical problems with the formatting of the typefaces that I liked. I ultimately decided to go with typefaces that represent the culture but are not necessarily by typer designers in those cultures. I looked at images of restaurants in both locations and while I liked the wood block type for a lot of Mexican restaurants, I also loved the neon lighting used in restaurants in Korea. Even when you go to other Korean restaurants in Allston, they all have a very similar vibe to them. I chose the colors red and pink which are the most reminiscent of neon lights to me. I also chose to use rice as an inspiration for the logo mark, considering it’s the most commonly shared ingredient between both cultures. The menus I chose are specific to the actual Coreanos restaurant. They are primarily a takeout restaurant, so I made takeout menus to staple to each takeout bag, and poster menus for those who walk in and order. In addition to those, I made sure to create some packaging for the food products such as a food container, employee clothing, and takeout bags. Considering the inaccessibility of their current website, I wanted to make a long scroll page that details a little more about the restaurant, its food, location, hours, and the owners. The long scroll makes it easy to jump between sections and find what you need.