Minari

We were thrilled to be a part of creating the visual identity for Minari, the inaugural concept from Chef Jeff Watson, who has spent years honing his craft with Chef Dani Del Prado at some of the top restaurants in Minneapolis. The experience at Minari’s is seductive and modern, with a menu that blends Korean and other East Asian influences, from banchan small plates to an array of late-night dim sum offerings.

We normally begin our projects with a wide range of ideas and possible directions. However, for Minari, we started with a singular vision that carried us from the first brainstorming stages to completion. Our goal was to craft a simple, novel visual identity that felt like a departure from anything else in the market. We used the color red in conversation with the sexy, irresistible interiors designed by Christian Dean, and we based our logo on Hangul characters for a subtle connection with the restaurant’s Korean background. The scope of our work included custom typography, logowork, menus, coasters, packaging, and web design.

Minari / Instagram

Scope of work : Creative Direction, Brand Identity, Logo Design, Packaging, Uniforms, Posters, Menu Design, Signage, Website

Photo : Restaurant Project / Tyler Tronson

Interior Design : Christian Dean Architecture