Final Logos
Primary logo & digital icon/symbol
Logotype
Yasik is a late-night restaurant that serves food that is typically the comfort foods of Korean cuisine, such as Tteokbokki, cup ramen, fried chicken and beer, and soju. It is only open from 7:30 pm to 2:00 am. This specific time duration refers to what the majority of Koreans agree as “야식”or Yasik (pronounced “yashik”), where one would eat food late at night.
The symbol chosen to represent Yasik is the Korean mythological creature called “Dokkaebi” or “도깨비”, a goblin-like creature that likes to come out at night to play pranks on humans and party. This reflects Yasik culture by encouraging young adults specifically, to have a good time and enjoy good food at night. The logo is a stylized image of the dokkaebi that is inspired by traditional depictions of the creature.
Color palette
Inspired by a glow stick against the dark and complex color of the night sky, the brand colors create a stark contrast to attract consumers and convey as something as an activity to do at night.
Typography
Sneakers Pro Medium was chosen to go alongside the logo because of its similarity of line weight and kerning with the thicker shapes and consistent spaces within the dokkaebi. Additionally, it brings a funky and contemporary character to the rather traditional meaning, catering to young adults. OCR A Extended is used for the tagline. It was initially created to replicate a typeface used for lines of code, which adds to the sci-fi vibe.
Sketches/ideation
I wanted to create a restaurant that opened only at night or even had a more prominent position only at night time. I eventually landed on Yasik (야식) as the name, which is what I knew as midnight snack in Korean. This led to the idea of using the Korean mythological creature from my childhood: dokkaebi (도깨비) as the logo, which what I remembered as a goblin that was only active during the night.
Research
Yasik (야식 pronounced yashik)
Yasik is what Koreans call late night eating and is typically from 8 pm to 2 am.
they typically have classic Korean food like cup ramen, kimbap, tteokbokki, fried chicken, etc
Dokkaebi (도깨비)
often engage in vulgar and lewd pranks, and like fighting and pranks, they are ghosts that are literally described as gangsters who enjoy nightlife.
In particular, people who are possessed by goblin pranks often die absurdly. In addition, goblins always talk like they are drunk and are easily fooled by lies to an absurd degree, and they are often described as drunkards.
They usually appear in dark and eerie places, with eerie situations and dark colors (blue, purple, black, etc.).
Goblin pot/bojagi/horse, etc.: Items that produce infinite amounts of rice and gold.
a lively person who is playful and likes to play. is foolish, honest, and simple
Digital Ideation
Mockups
