Sujeo 수저

Creating a quiet landmark on a busy corner

Sujeo (수저, a compound word combining sutgarak [spoon] and jeotgarak [chopsticks]) is a Korean-Australian diner that shifts from a cafe by day to a restaurant at night. 

On a busy street corner, an overlooked lightbox became the starting point for the brand’s identity. Featuring photography of Korean pears, the image feels both unexpected and familiar — a simple idea that turned everyday signage into a quiet landmark. The motif carries across every touchpoint, from exterior signage to print and digital, creating a cohesive and recognisable visual language.

Venue Concept & Naming, Design, Art Direction