A progressive brand transition for South Korea's leading dosirak franchise

Since its introduction in 1993, Hansot’s dosirak take-away concept has grown into a franchise of more than 700 restaurants. First introduced in Seoul, South Korea in a 26m2 space, Hansot is now one of the leaders in the approximately US $1,8 billion South Korean dosirak market.

SDL have been working with strategy and design on a holistic brand transition programme for Hansot with an ambition to create a sophisticated and progressive global brand for the future. The result is a wide spanning identity system, where SDL has defined everything from interior design, clothing, packaging, in-store digital and website to colours, typography, graphic elements and logotype.

Project partner: Andreas Bozarth Fornell