Sundububu

GREYGRAM developed the brand identity for Sundububu, a Korean fast-food restaurant focused on Sundubu Jjigae, rice, and grilled meat meals. The project began with a brand analysis to define Sundububu as a fast, easy, clean, modern, and approachable dining brand for young university students, first jobbers, and office workers looking for a casual Korean meal during lunch, dinner, or all-day dining occasions.

The visual direction was built around the idea of a modern Korean fast-food experience that feels clean, casual, and easy to access. GREYGRAM explored several concept directions, including “Cool Canteen” and “Seoul Supper,” before developing the final identity system. The logo design uses Korean typography and tofu-inspired forms to connect directly with the product, while maintaining a minimal and contemporary visual tone.

The scope of work included brand analysis, concept direction, logotype exploration, logo refinement, Korean typography, icon development, corporate color selection, texture application, and graphic applications. The final identity was designed to work across restaurant touchpoints, including storefront graphics, printed materials, packaging-style applications, and social media artwork.