Bonchon
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Challenge
Bonchon, the global Korean fried chicken brand, needed a digital experience that captured the personality, energy, and Korean heritage behind the food. The existing website felt dated and disconnected from the character of the restaurant experience. The opportunity was to create a more distinctive brand story while making it easier for customers to explore the menu, find locations, and order.
Strategy
I led creative direction across the website and supporting brand storytelling, developing a bold visual language around expressive typography, hand-drawn graphics, food photography, and Bonchon’s Korean roots. I restructured the experience and designed the UX/UI around a clearer journey from brand discovery to menu, locations, and ordering.
I also developed concepts and storyboards for campaign films produced by Bonchon’s team in South Korea, creating a consistent creative world across motion and web.
Results
The redesigned experience gave Bonchon a more distinctive and cohesive digital presence, bringing its Korean heritage, handcrafted cooking process, and playful personality forward while creating clearer paths to menu discovery, locations, and online ordering.
The website became the digital expression of the larger creative idea. Bold typography, hand-drawn graphics, food photography, and motion brought Bonchon’s personality into the experience while a clearer information architecture guided customers toward menus, locations, and ordering.
The experience also connected directly to the campaign films I concepted and storyboarded, creating continuity between Bonchon’s Korean heritage, its handcrafted food story, and the way the brand appeared across digital and motion.
