Bonchon
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Challenge
Bonchon, the global Korean fried chicken chain, needed a digital presence that captured the brand’s playful personality and homemade roots. Their previous website felt dated and lacked the energy, charm, and visual consistency needed to stand out in a crowded fast-casual category.
Strategy
I led the creative direction across the full digital experience. This included restructuring the site architecture for clarity, designing a vibrant visual system, curating photography, shaping brand messaging, and directing video content. Every element focused on showcasing Bonchon’s signature food and family-driven spirit while improving usability and online ordering paths.
Results
The redesigned site strengthened Bonchon’s brand presence across all digital touchpoints. The improved UX helped customers navigate more easily, online ordering became more intuitive, and the refreshed visual language deepened brand loyalty. The new creative direction gave Bonchon a modern, expressive platform that better reflected its global identity.
