BRAND CONCEPT | KOGI: KOREAN BBQ TO GO

WHAT’S IN A FLAME?The fire flame symbol was chosen

to communicate the idea of hot,

cooked and quality food,

especially natural cooked vs. fried.

A stylized version will add ease to

the flexibility of the brand.

WHAT’S IN A NAME?The concept name “Kogi” was

derived from the fusion of “K” for

korean BBQ, the korean word

“Gogi” meaning meat, and

“Bulgogi”, which means fire meat.

COLOR ME HUNGRY.Warm colors and off-reds are the

recommended choice for the main

color scheme. Red’s are known to

influence hunger. The base

background color should always

remain white however.

HIGH CONCEPT BRAND

KOREAN FUSION POP

Kogi as a brand and product

offering is focused on

delivering a clean iconic

cultural food experience. Key

factors are a unique product

offering with light

customization options, a fresh

modern presentation and pop

kitschy attitude. The aim is to

deliver Korean cuisine in the

palm of a hand that is easy,

quick and high quality, yet not

too foreign.

This is an initial concept overview.

Next steps would be to complete a

style & product sheet as appropriate.

EXISTING BRAND REFERENCESThe following brands are good references that communicate various qualities and elements that

Kogi should emulate, leverage or incorporate. By taking the time to understand what makes these

companies succeed, we can better refine the brand, presentation and product offering of Kogi.

BRAND STUDIES

COMPANY FOCUS AVOID

Pinkberry Clean pop pastel

colors, organic feel,

modern, clean

Passive colors and

presentation

Red Mango Strong contrasting

reds, simple but

custom menu

Excessive product

lines

Beard Papa’s Simple products with

light options, cult

following

kiddy brand

CPK Fusion blend of

american and asian

dishes

Too Californian

Wokcano Menu and in

restaurant

presentation

Cheap looking logo

Pink Taco Rock hot presentation

of mexican food

Grunge biker

overtones

Heart’s

Challenger

Portable promotion via

ice cream truck

The fact that they are

a band

UNIQLO Clean contemporary

brand and awesome

viral advert campaign

metropolitan multi

color variations