Client: NOWON USA
Year: 2019 - Present

Art Direction & Design: Meijun Li
Illustrations: Meijun Li, Jane Zhang
Photos Credits: Meijun Li, @youngskeletons

By American-Korean Chef Jae Lee, NOWON is named after his hometown Nonwon in Korea. Located in East Village, and the second shop in Bushwick, the concept behind the restaurant is to bring life to vivid flavors of Seoul Korea in a playful atmosphere that marries vibrant nightlife culture. It is a celebration of food, drinks, and culture created as a dynamic centerpiece for the neighborhood.

The logo features this night life scenario with three tigers drinking together at a Pojangmacha. Pojangmacha is a small tented spot that can be on wheels or a street stall in South Korea that sell a variety of popular street foods and serve alcoholic beverages such as soju, the tables are usually silver metal, either in round or perfectly square shape.

In Korean culture, the act of holding soju shot glasses with two hands, making eye contact, and showing respect is deeply meaningful. It's akin to graffiti art with meticulously crafted details. Our goal is to design a logo that beckons passersby to join us for a drink and a good time. The logo will feature a perfectly mirrored reflection (except for the central soju bottle), making it ideal for creating repeating patterns on menus and throughout the interior space.

As we evolve alongside Nowon, we have cultivated a unique collection of artwork that resonates with its personality and audience, drawing from Korean culture while seamlessly integrating New York elements.

Inspired by Hwatu, a traditional Korean card game, we have developed a series of artworks that adorn the interior, matchboxes, coasters and are also featured on postcards.

In addition to our fine and detailed artworks, we have developed a delightful set of lightweight cartoon tiger characters to infuse a sense of fun and playfulness. These characters are featured across various elements such as menus, drinking games, to-go bags, plates, merchandise, and more, becoming a significant part of our brand's identity.

Over the years, we have developed a set of assets that can continue to be utilized as Nowon expands.

Finalizing the logo with Jae solely through phone calls, without ever meeting in person, and later building a friendship while establishing a brand identity together has been a fascinating and rewarding experience. I am grateful for the opportunity to grow alongside the business and develop a comprehensive brand identity

Nowon is expanding, and our next location will be in Seaport, Boston! Here's a preview while the new store is being built out.

Designing chili oil labels is always a fun challenge. It's rewarding to showcase a brand or restaurant's identity within the constraints of limited space while ensuring all necessary information is communicated effectively. I also had the opportunity to create a fun spin on the original label for Jae's wedding.