Sujeo 수저

Where street light box signage became a local landmark

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

Making use of the existing lightbox on a prominent intersection, photography of Korean pears became Sujeo’s signature visual—an unexpected image that doubles as both a neighbourhood landmark and a unifying motif across all brand applications, from signage to print and digital collateral.

Brand Naming, Design, Art Direction, Photography & Styling, Social Content Creation