Yuha Lotus Cho Woorijip (2025)

Brand Identity, Art Direction
Instructor: Brankica Harvey  Woorijip is a Korean deli grocery located in the Manhattan’s K-Town, which sells dynamic selection of Korean side dish, “Ban Chan”. The name "Woorijip" translates to "My Home" in English. Chef Heidi aimed to create a place that feels like home for Koreans, offering a sense of warmth to foreigners discovering Korean cuisine.

   The exotic allure of Korean cuisine is expressed through custom lettering created using "Panhwa," a traditional Korean printmaking technique involving carving and stamping. This custom lettering is combined with serif and sans-serif typefaces to capture the unifying force that blends together a variety of "Ban Chan." Additionally, a text layout, inspired by the traditional vertical arrangement of Korean menus, is employed to reinforce the cultural essence of the design.






     








     


       





       


       









       





       


       




CHAN: Korean Food Magazine

Editorial DesignCHAN is a Korean food magazine. ‘Chan’ from ‘Ban Chan’ is the side dish culture of Korea, that multiple appetizers are shared and enjoyed together. Regarding the Woorijip brand identity project, CHAN presents a fresh perspective on Korean cuisine as viewed from abroad.




















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