Bonchon
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The Challenge
BonChon, a globally beloved restaurant chain known for its signature Korean fried chicken, needed a digital presence that authentically represented its unique brand identity. Despite its success, BonChon’s existing website and marketing materials failed to capture the playful yet homemade charm that defined its personality. The challenge was to craft a lively, engaging website and creative assets that showcased BonChon’s rich heritage, mouthwatering recipes, and family-oriented ethos, while also driving customer engagement and online ordering.
With a highly competitive market and a global audience to serve, the project demanded a comprehensive approach to UX design, brand messaging, and visual storytelling that would resonate with loyal fans and attract new customers alike.
The Strategy
As the design lead, I guided every aspect of BonChon’s creative transformation. Starting with information architecture and UX research, I restructured the website to improve navigation and enhance the user experience. I shaped a visual design that embraced BonChon’s vibrant, playful aesthetic while incorporating elements that reflected its homemade roots. Through curated photography and refined brand messaging, I ensured the content aligned with the brand’s personality and cultural heritage.
Additionally, I directed video production, crafting engaging narratives and visuals that authentically captured the essence of BonChon. Collaborating closely with stakeholders, I presented wireframes, storyboards, and visual concepts to align the creative direction with the brand’s goals. The result was a dynamic and cohesive digital experience that celebrated BonChon’s distinctive charm while driving customer interaction and loyalty.
The Results
The redesigned website and marketing creative successfully brought BonChon’s brand to life. The lively and engaging design not only showcased the restaurant’s signature offerings but also created an immersive digital experience that resonated with its global audience. The refined UX/UI design enhanced customer journeys, from browsing menus to placing online orders, while the visually captivating videos and photos strengthened brand loyalty and appeal.
This project demonstrated the impact of thoughtful, user-centered design paired with authentic storytelling. By aligning BonChon’s digital presence with its unique personality, I helped elevate the brand’s standing in the competitive global food market, ensuring it continues to delight customers worldwide.
