By American-Korean Chef Jae Lee, NOWON takes its name from his hometown, Nowon-gu in Seoul. With its flagship location in Manhattan’s East Village, a second in Bushwick, and its latest outpost in Boston’s Seaport, NOWON brings the bold, expressive flavors of Seoul into a lively, neighborhood-centered setting. The concept marries the energy of Korean nightlife with New York’s creative edge, celebrating food, drink, and cultural connection in a playful, immersive atmosphere.
Drawing from the cultural significance of Korean drinking rituals—where offering a soju shot with both hands and maintaining eye contact is an act of deep respect—we approached the visual identity with a similar level of care. The logo is designed as a symmetrical reflection (with the central soju bottle breaking the axis), evoking the idea of gathering, mirroring, and shared experience. This mirrored form also lends itself to versatile applications, from repeat patterns on menus to spatial design elements throughout the restaurant, always inviting guests to raise a glass and join the moment.
As our collaboration with NOWON continues to evolve, we've developed a distinct collection of artwork that reflects the brand's bold personality and resonates deeply with its audience. Rooted in Korean culture and seamlessly interwoven with New York attitude, the visual language bridges tradition and urban edge.
One of the key inspirations is Hwatu, a traditional Korean card game. Drawing from its rich symbolism, we created a series of artworks that now decorate the interior space and appear across brand touchpoints—matchboxes, coasters, and postcards—offering guests a tactile connection to the concept.
To balance the refined with the playful, we also introduced a whimsical set of lightweight cartoon tiger characters. These illustrations infuse humor and personality throughout the brand, appearing on menus, to-go bags, plates, merchandise, and more. Over time, these tigers have become a signature element of NOWON’s identity, embodying its spirit of fun, irreverence, and hospitality.
