A FRENCH-INSPIRED KOREAN CUISINE DINING EXPERIENCE
A Sleek, Culinary Brand
A Sleek, Culinary Brand
Honoring
Cultural Roots for Jang
2025
Spring Place
From laying the groundwork in logo and food photography to bringing it to life thorugh collateral and short-form videos, I worked closely with Chef Lee and Spring Place’s internal team to make the dining experience come to life.
From laying the groundwork in logo and food photography to bringing it to life thorugh collateral and short-form videos, I worked closely with Chef Lee and Spring Place’s internal team to make the dining experience come to life.
Media
Logo
Jang (장) signifies seasoning or sauce (e.g. gochujang) in Korean. The logo was made to reflect the essence of the word: a foundation that serves as a base for exceptional cuisine.
With the request to borrow inspiration from the dancheong pattern, I created a modern interpretation of the floral icon, tied together with the interlacing knot in the middle.
With the request to borrow inspiration from the dancheong pattern, I created a modern interpretation of the floral icon, tied together with the interlacing knot in the middle.
Concept to Life
From Kanpachi Crudo to Gochujang Bouillabaisse and Ribeye with Banchan, the tasting menu featured French cuisine inspired by the chef’s Korean roots.
I worked with Chef Lee’s team to capture high-quality photos of the dishes, and designed collateral assets to promote the opening of Jang.
I worked with Chef Lee’s team to capture high-quality photos of the dishes, and designed collateral assets to promote the opening of Jang.
In the Kitchen
I produced behind-the-scenes video content for JANG, including a closer look in the kitchen and one-on-one interviews with Chef Lee to document his vision and culinary craft.