Corporate Design · Branding
2025
University Project
Context: The brief called for a brand identity for a contemporary Korean restaurant that communicates the playful energy of Korean street food culture within an urban Munich context.
Concept: DAKHAUS is a fictional Korean fried chicken restaurant concept for Munich. The name fuses dak (Korean for chicken) with haus (German for house), anchoring the brand in both its cuisine and its city.
Role: Solo project — brand concept and naming, logo design, typography and color system, menu and packaging design, restaurant signage and environmental branding, and digital brand extensions.
Process: The visual identity blends industrial minimalism with bold graphic accents: a high-contrast palette, expressive typography (Geom Graphic paired with Montserrat), and a modular logo system referencing the form of a chicken. This system was built to scale consistently across touch points — from packaging and signage to social media and a mock ordering interface.
Outcome: A cohesive, energetic brand identity applied across the full range of hospitality touchpoints — menus, cutlery and packaging, storefront signage, and digital assets — demonstrating how cultural identity and atmosphere can be translated into a coherent commercial design system.
The logo visually references the concept as well, incorporating graphic elements inspired by the form and symbolism of a chicken, reinforcing the restaurant's specialty in a playful but minimal way.
