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The symbol is not only the initial or their name, it is also a simple visualisation of the front view of a rice pot. Its strong graphic shape also serves as the base for a huge range of abstract and playful patterns, giving a sophisticated and unique look and feel.

A holistic packaging design system, ranging from paper bowls and snack boxes, mugs, sauce packaging and a uniquely designed modular dosirak system including chop sticks and spoons.

Images play a significant role in the VIS as they add warmth to the Hansot-brand. The colourful beauty and freshness of the ingredients, paired with the magic work of the people create the brands personality.

South Korea‘s leading dosirak franchise, Hansot, introduced their take-away concept in 1993. Ever since, it has grown into a franchise of more than 700 restaurants.

The objective was to work with strategy and design on a holistic brand transition programme with the ambition to create a sophisticated and progressive global brand for the future. The result is a broad identity design system, including everything from graphic elements, packaging, clothing, interior design, in-store digital and website. 

www.hsd.co.kr