Ajeossi
Industry
Food & Beverage
Category
Brand Design
Year
2026
Ajeossi is a Korean street-food kitchen in Kuala Lumpur, built around one signature dish: Kimchi Ramyeon. The restaurant had a logo and nothing else — no colours, no typography, no voice. We expanded that single mark into a full brand identity and menu system drawn from Korean food culture, giving the kitchen a look that matches how it actually feels to eat there.
the challenge
A logo is not a brand. Ajeossi had a warm, characterful mark but no system around it, which meant every touchpoint looked like it came from a different restaurant. The menu was the most urgent problem: it carried the bulk of the customer experience but gave no sense of what the kitchen stood for, and did nothing to push the dish the restaurant wanted to be known for.
We built the identity outward from the character in the logo, turning him into a cast of hand-drawn figures — slurping noodles, hugging a bowl — that carry the brand's humour across every surface. A hot red and deep green palette borrows from Korean street signage, and a script-and-condensed type pairing keeps the energy of a night market. Headlines mix Malay and English — "Satu Mana Cukup!", "Ramyeon Society Club" — so the brand reads as Korean food made for a Malaysian room, not an import. The menu was rebuilt around this system, with Kimchi Ramyeon given its own cover-weight treatment as the signature dish.
conclusion
Ajeossi went from a single logo to a brand with a voice, a cast and a system — one that can carry the restaurant into marketing, packaging and whatever comes next.