Client: Poi Noodle (포이제면소)
Location: 6, Gaepo-ro 30-gil, Gangnam-gu, Seoul, South Korea
Year: 2023
Scope: Branding; Logo Design, Signage, Interior Design, Menu Design, Illustration, Poster Design

Poi Noodle (포이제면소) is a traditional handcrafted udon restaurant led by Chef David Park (박용산 대표), a former Michelin-starred chef from New York. Opened in 2023 in Gaepo-dong, Seoul, Poi Noodle strives to deliver joy and inspiration to the local community through its culinary craft. Operating as a live cooking kitchen, every dish is made fresh to order, ensuring the highest quality. Because only the freshest ingredients are used, the restaurant may close early once the daily stock runs out.

In this project, we developed a comprehensive brand identity and interior design concept to communicate Poi Noodle’s philosophy through both space and visuals. The brand is built around three core values: craftsmanship, warmth, and simplicity.

A unique highlight of the branding process was the development of a custom typeface for the logo. While using the Korean language, the logo visually blends elements of Japanese script aesthetics, reflecting the restaurant’s identity as a Japanese traditional udon shop. This fusion created an entirely new and original typographic style that had not existed before, allowing the logo to express both cultural authenticity and originality.

The logo and symbol adopt a refined, calligraphic approach that captures the spirit of artisanal udon. The menu and promotional materials feature clean typography and hand-drawn illustrations to strengthen the brand identity.

For the interior design, natural wood textures and warm lighting were used to preserve the atmosphere of traditional Japanese udon culture while infusing it with modern sensibility. The exterior signage was designed to be simple yet striking, leaving a memorable impression. Overall, the restaurant offers a cozy yet sophisticated culinary experience, making Poi Noodle more than just a place to eat—it is a space where a single bowl of udon becomes a source of delight and inspiration.