Client: ilmiri
Year: 2023
Since 2011, ilmiri, a renowned Jjimdak restaurant with over 200 outlets across South Korea, has been redefining Korean gastronomy. By blending rich cultural heritage with culinary innovation, ilmiri offers a distinctive semi-fine dining experience that celebrates the essence of Korean cuisine. For its international debut in Singapore, we revitalised ilmiri's identity, crafted a new compelling brand story and tagline, and designed a cohesive spatial experience, marking the beginning of an exciting new chapter in its journey to transcend Asia and offer an unforgettable gastronomic experience.
Our design approach, "Gastronomic Revelations", seeks to reflect ilmiri's mission to modernise and promote Korean cuisine while elevating Korean gastronomy to unprecedented heights. Merging tradition with creativity, ilmiri presents a unique interpretation of Korean cuisine, shaped by Singapore’s dynamic culture and evolving culinary palates. The proposed logo identity embodies modernity and redefined elegance, with organic circular forms, gentle curves, and refined edges, exuding a sophisticated contemporary aesthetic that aligns with the brand's positioning.
Introducing a neutral monotone palette complemented by gold, the new colour scheme creates a visual symphony that resonates with our five senses. It evokes a sense of grandeur, warmth, reliability, and passion, perfectly encapsulating ilmiri’s refined identity and commitment to delivering an elevated dining experience. Translating these culinary experiences into various secondary brand assets, we showcased an exciting and delightful elevation in the gastronomic journey by creating versatile graphics and imagery that seamlessly integrate to enhance the narrative and immerse guests in the brand’s culinary story.
The new branding captures the essence of ilmiri—a harmonious blend of tradition and innovation—and serves as an invitation to those who appreciate the finer things in life. It beckons guests to embark on a unique gastronomic journey, exploring new culinary innovations that honour the rich heritage of Korean cuisine while embracing modern creativity and sophistication.
Interior Design by ISH Interior
Photography by Studio W
Indulge in ilmiri's enchanting blend of tradition and creativity, where the spirit of Korea comes to life. Delight in our unique fusion that adds a charming twist to authentic recipes, making the past and present dance on your palate.
