Sehee Yun

KCPB: Building a Cross-Cultural Flagship

KYOCHON PILBANG was developed as a flagship branding initiative for KyoChon Chicken’s first global-facing store located in Itaewon, Korea, one of Seoul’s most culturally diverse neighborhoods. The goal was to introduce Korea’s “chimaek” (chicken & beer) culture to a global audience while preserving the brand’s heritage. I was responsible for leading the concept development, naming, and visual identity of the PILBANG brand. The project emphasized cross-cultural storytelling, poetic symbolism, and a modern reinterpretation of traditional Korean design elements.

Role

  • Lead Brand Identity Designer

  • Developed the brand concept, name, and visual storytelling framework

  • Designed two complete identity systems, both adopted for use

  • Directed the design of visual assets across packaging, signage, menus, and in-store communication

  • Collaborated with spatial designers and the brand strategy team to ensure environmental consistency

Challenge

  • Create a flagship identity that resonates with both Korean locals and international visitors

  • Preserve and reinterpret the brand’s deep-rooted heritage while expressing innovation and openness

  • Bridge cultural symbolism (e.g. ink, brush, Korean script) with contemporary visual trends

  • Offer a flexible system that can live across physical, digital, and spatial touchpoints

Creative Approach

  • Named the brand “PILBANG” (筆房, meaning “brush room”), referencing a space of artistry and expression

  • Developed two parallel design systems:
    – One inspired by spatial elements to shape the brand identity
    – The other drawn from the brand’s initials, using visual similarities to traditional Korean characters

  • Applied each system by context—calligraphic for print/store, modern for signage/packaging

  • Integrated brushstrokes and ink motifs into subtle UI and brand expressions

  • Created visual cues that guide users and evoke heritage and discovery

Outcome

  • Visitor traffic increased by 113% within the first 3 months compared to the previous year

  • Over 80% of visitors were international, reflecting strong global resonance

  • Maintained 90% reservation rate, with 80% from international guests

  • The project was featured in Monthly Design (April 2024), Esquire Korea, and The Economist, raising both the brand and studio's visibility

  • Received the iF Design Award 2024 in the Interior Architecture category

  • Significantly increased public awareness of our agency, leading to multiple new client inquiries from F&B and hospitality sectors

Personal Achievement

In most identity projects, only one proposal is selected. But for KYOCHON PILBANG, two of my concept directions were implemented—one for the flagship store, and one for the omakase space. Being invited to the opening and seeing both ideas come to life was an incredibly rewarding moment, reflecting a rare level of trust and creative alignment with the client. This project not only shaped the brand’s new direction, but also became a powerful case study that drove further business growth for our studio. It remains one of the most meaningful milestones in my design career.

Client: KYOCHON F&B
Task Scope: Space Identity, Full Branding
Sub Tasks: Art Direction, Illustration, Identity Design, Print Design, Signage Design, Brand Guidelines
Year: 2024