Bonchon
Close Copy
Challenge
Bonchon, the global Korean fried chicken chain, needed a digital presence that captured the brand’s playful personality and handcrafted roots. Its previous website felt dated and lacked the energy, charm, and visual consistency needed to stand out in a crowded fast-casual category. The challenge wasn’t simply to redesign a website, but to create a digital experience that reflected the same warmth, authenticity, and excitement customers felt when visiting a Bonchon restaurant.
Strategy
I led the creative direction across the full digital experience, restructuring the site architecture for clarity while developing a vibrant visual system that unified photography, messaging, illustration, and motion. Every design decision focused on showcasing Bonchon’s signature food, Korean heritage, and family-driven spirit while improving usability and online ordering paths. The work extended beyond the website itself, establishing a cohesive creative language that connected campaign videos, storytelling, and digital marketing into a single, recognizable brand experience.
Results
The redesigned site strengthened Bonchon’s brand presence across every digital touchpoint. Customers could more easily discover the brand story, explore the menu, and navigate toward online ordering through a clearer, more engaging user experience. Combined with the supporting campaign work, the refreshed visual language gave Bonchon a modern, expressive platform that better reflected its global identity while creating a stronger emotional connection with both new and returning customers.
A great restaurant website should make you hungry before you ever see the menu. Every page was designed to capture the energy, personality, and handcrafted quality that define the Bonchon brand.
Building on the campaign videos, I translated Bonchon’s playful voice into a digital experience that balanced storytelling with usability. Bold typography, hand-drawn graphics, rich food photography, and intuitive navigation created an experience that felt as vibrant as the restaurant itself while naturally guiding customers toward online ordering.
Rather than functioning as a traditional restaurant website, the experience introduced visitors to Bonchon’s Korean heritage, handcrafted cooking process, and family-driven culture before seamlessly transitioning into menus, locations, and ordering. Every interaction reinforced a consistent creative vision across video, photography, and the broader brand experience.
