Amitabul Restaurant Identity
A bolder brand for a spiritual vegan restaurant.
Amitabul is a vegan restaurant founded by Bill, who started out as a steakhouse worker and a Buddhist temple chef. Its storefront, menu and website each used a different logo.
One identity had to hold a story that spans two very different kitchens: the honor and calm of a temple, and the boldness of a steakhouse.
I studied symbols tied to its roots, like the lines of the Korean flag, the Dancheong flower and the taegeuk, and simplified them into a visual language. Their best-loved dish, Dr. K’s Cure-All Soup, became the heart of the final mark: food as a path to enlightenment.
A primary and secondary logo, a new menu, packaging for their famous fermented sauces, storefront concepts, and a website with the soup as a full-screen hero.
