Visual Identity
MUSAEK’s visual identity centers on contrast — the dialogue between shadow and light, clarity and obscurity, presence and void. Rooted in the meaning of its name, “colorless,” MUSAEK does not reject color but transcends it — embracing every hue, every individuality within its spectrum. This tension between opposites creates a quiet equilibrium that defines the brand’s visual language — fluid, reflective, and timeless.
Menu
HOWOO’s visual identity centers on contrast — the cool, structured beauty of a rainy city and traditional Korean roof tiles set against the warmth of glowing light and the flicker of fire on the grill. This interplay between cold and warmth, structure and emotion, defines the brand’s visual language — refined, atmospheric, and quietly powerful.
MUSAEK
MUSAEK is a Korean seafood & cocktail bar in New York. The goal was to craft a visual language that embodies clarity and depth—where Korean tradition meets modern refinement.
Inspired by its name meaning “colorless,” MUSAEK expresses the coexistence of contrasts through calm minimalism and subtle detail. I led the branding and marketing direction across logo, menu design, and digital presence.