NASUNG DONKASU

Full Brand Experience Design

Overview

Co-founded the restaurant and led all branding efforts, from identity and character design to signage, packaging, and local marketing.

2. Logo & Brand Identity

The brand identity blends nostalgia and friendliness. The hand-brushed logotype emphasizes a local Korean eatery, while the mascots "Ohsoon" and "Dosoon" give the brand a story-driven personality.

3. Character & Visual Language

The sibling characters reflect playful retro vibes inspired by 1970s Korea. Each illustration supports emotional storytelling and promotes menu items through everyday family moments.

4. Environmental Design

The mural was hand-painted over two days prior to opening, setting a warm tone as customers enter. Interior layout and illustrations were designed to feel both familiar and Instagrammable.

4. Packaging, Menu & In-Store Graphics

All branded touchpoints — including packaging, menus, signage, and in-store graphics — were custom-designed to create a cohesive, bilingual, and character-driven experience. From chopstick sleeves to menu boards, each piece reinforces the restaurant’s welcoming identity for both Korean and non-Korean guests.

5. Digital Presence & Content Creation

Designed and manage nasungdonkasu.com and @nasungdonkasu, including all social posts, visuals, and brand messaging.
Photographed and edited all food and interior images used across website, menus, and marketing.

2024 – Present

A Korean comfort food brand built from the ground up in Aliso Viejo, California.
Led end-to-end brand design across identity, characters, packaging, and marketing.

Goal
Build a distinctive Korean comfort food brand that stands out in a competitive local market.

Concept
Create a warm, character-driven brand identity that feels nostalgic, playful, and memorable.

Execution
Developed full brand system including logo, characters, packaging, menu design, and marketing visuals.

Result
Established a cohesive brand experience that attracts new customers and strengthens brand recognition.