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Gogiya

Gogiya is a Korean BBQ brand that needed to stand out in a saturated market—not by shouting louder, but by saying something real. The goal wasn’t just to look trendy or “Asian-inspired.” The client wanted a brand that felt grounded in Korean culture but wasn’t afraid to lean into boldness, attitude, and humor. Gogiya had to feel hot—visually and emotionally—with a look that could spark curiosity on the street and command attention on a menu.

Brand visuals for Gogiya, including Korean and English logotypes, takeout bags, and a stylized flower-eye graphic. Shown with a woman in sunglasses against a tiled wall.
Brand visuals for Gogiya, including Korean and English logotypes, takeout bags, and a stylized flower-eye graphic. Shown with a woman in sunglasses against a tiled wall.
Brand visuals for Gogiya, including Korean and English logotypes, takeout bags, and a stylized flower-eye graphic. Shown with a woman in sunglasses against a tiled wall.
Brand visuals for Gogiya, including Korean and English logotypes, takeout bags, and a stylized flower-eye graphic. Shown with a woman in sunglasses against a tiled wall.
Brand visuals for Gogiya, including Korean and English logotypes, takeout bags, and a stylized flower-eye graphic. Shown with a woman in sunglasses against a tiled wall.
Brand visuals for Gogiya, including Korean and English logotypes, takeout bags, and a stylized flower-eye graphic. Shown with a woman in sunglasses against a tiled wall.
Close-up of the Gogiya logo in bold white letters on a blue background, with stylized gold and black eye shapes integrated into the design. Created by Seven Twenty One Design.
Close-up of the Gogiya logo in bold white letters on a blue background, with stylized gold and black eye shapes integrated into the design. Created by Seven Twenty One Design.
Close-up of the Gogiya logo in bold white letters on a blue background, with stylized gold and black eye shapes integrated into the design. Created by Seven Twenty One Design.

Brand Concept:

Gogiya means “meat” in Korean—and this brand doesn’t mess around. The concept was built around heat, heritage, and humor: the sizzle of a hot grill, the rhythm of handwritten orders, and the in-your-face attitude of a street vendor who knows their food is unbeatable. It’s chaotic in the best way—structured just enough to be scalable, but raw enough to stay real.

Strategy Highlights:

Positioning: Loud, local, proud—not just another generic BBQ brand

Audience: Young food lovers, street food fans, and design-conscious diners

Tone of Voice: Confident, spicy, slightly cheeky—but never corny

Cultural Lens: Referenced traditional visual language without imitating or trivializing it

Positioning: Loud, local, proud—not just another generic BBQ brand

Audience: Young food lovers, street food fans, and design-conscious diners

Tone of Voice: Confident, spicy, slightly cheeky—but never corny

Cultural Lens: Referenced traditional visual language without imitating or trivializing it

Strategy Highligths:

Blue chopsticks sleeve with the phrase ‘Halmi says to grill the garlic & kimchi’ and the Gogiya logo. Visual identity by Seven Twenty One Design.
Blue chopsticks sleeve with the phrase ‘Halmi says to grill the garlic & kimchi’ and the Gogiya logo. Visual identity by Seven Twenty One Design.
Blue chopsticks sleeve with the phrase ‘Halmi says to grill the garlic & kimchi’ and the Gogiya logo. Visual identity by Seven Twenty One Design.
Bold Gogiya poster with oversized type and illustrated eyes, layered behind a white menu titled ‘Hey, Meats’ listing Korean BBQ options.
Bold Gogiya poster with oversized type and illustrated eyes, layered behind a white menu titled ‘Hey, Meats’ listing Korean BBQ options.
Bold Gogiya poster with oversized type and illustrated eyes, layered behind a white menu titled ‘Hey, Meats’ listing Korean BBQ options.
Hand holding a vibrant blue Gogiya shopping bag with stylized flower and eye illustration. Designed by Seven Twenty One Design for a Korean BBQ brand.
Hand holding a vibrant blue Gogiya shopping bag with stylized flower and eye illustration. Designed by Seven Twenty One Design for a Korean BBQ brand.
Hand holding a vibrant blue Gogiya shopping bag with stylized flower and eye illustration. Designed by Seven Twenty One Design for a Korean BBQ brand.

The Challenge:

The risk was going too generic—or worse, leaning into inauthentic tropes. The goal was to create a brand that felt fresh and flavorful but still grounded in cultural respect. It had to work across physical and digital touchpoints, from meat packaging and merch to a social feed that sizzles.

What I Did:

  • Created a custom wordmark inspired by traditional brushwork

  • Researched Korean visual culture, typography, and street food aesthetics

  • Built a bold, high-contrast palette anchored in deep red, black, and cream

  • Designed branded assets including logo suite, menus, signage, and mock packaging

  • Developed a brand tone that’s playful, spicy, and proud—like the food