Eric Axelson Design

Heart & Seoul

Heart & Seoul is a Korean inspired pop-up restaurant that incorporates traditional Korean cooking with a global perspective. It’s a place with a hip-hop vibe where different people can gather together and enjoy creative and original dishes cooked by Justin Park.

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 The identity’s color palette and brand pattern take inspiration from Korea’s national flag. The pattern also illustrates an interpretation of plates, bowls, and napkins.

The identity’s color palette and brand pattern take inspiration from Korea’s national flag. The pattern also illustrates an interpretation of plates, bowls, and napkins.

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 The chicken was chosen by the chef to represent one Heart & Seoul’s fondly used ingredients.

The chicken was chosen by the chef to represent one Heart & Seoul’s fondly used ingredients.