3Jang – Soomi Design

3Jang KBBQ

Brand Guidelines

2025

Korean BBQ has taken the global stage with its interactive, communal dining experience — and 3Jang brings that to life with a modern twist. I developed a full suite of branded materials for this all-you-can-eat restaurant, including business cards, posters, menus, banners, and a large-scale billboard.

I focused on clean typography, bold layout compositions, and a warm, contemporary color palette to evoke both authenticity and modern comfort. This project was created using Adobe Illustrator, InDesign, and Photoshop to ensure precision and polish across all touchpoints.

What is 3JANG?

Korean BBQ has become a global dining phenomenon. Its communal dining and interactive cooking style gives a unique experience. 3Jang is a modern Korean BBQ all you can eat restaurant positioned as a premium yet approachable dining destination. We aim to differentiate ourselves in a competitive market by emphasizing authenticity, quality and memorable experiences.

“Korea Wrapped In One Bite”

Authenticity

We honor Korean culinary traditions by delivering an experience rooted in genuine flavors, time-honored techniques, and cultural integrity.

Community

At 3Jang, we believe great food brings people together—our space is designed to foster connection, shared moments, and lasting memories around the table.

Quality

From premium ingredients to meticulous preparation, we are committed to delivering exceptional dining experiences where every bite reflects our dedication to excellence.

Logo

3jang” has a double meaning that ties into Korean BBQ culture:
Play on “Ssamjang” (쌈장): Replaces ssam (쌈/wrap) with 3 (삼/sam), referencing the classic BBQ dipping sauce.
Three Essential “Jang” (장) Sauces: Represents Doenjang, Gochujang and Ssamjang.

Logo Break-Down

Brand name, designed in a modern, sleek style.

Brand tagline

Korean fermentation pot used for ssamjang paste.

Ssamjang in Korean writing.

Logo Variation

Company Goals / Vision

To become the go-to destination for modern Korean BBQ, where tradition meets innovation, and every guest leaves with a full heart and a satisfied palate. We envision 3Jang as a cultural and culinary bridge—introducing the richness of Korean dining to the world in a fresh, premium, and approachable way.

Target Audience

Primary
Young professionals and food enthusiasts (ages 25-40) who value unique dining experiences, cultural authenticity, and premium food quality.

Secondary
Families and groups looking for interactive and memorable dining occasions

Brand Colors

Primary