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UYUHAUS

Uyuhaus is a Korean-owned dessert shop bringing Korean and Asian flavors to the Chicago suburbs through housemade ice cream, bingsoo, croffles, drinks, and more. But the vision extends beyond food. Uyuhaus hopes to create a gathering place for a stronger Korean community in the suburbs - while contributing to the neighborhood it calls home.

My role was to translate that vision into a visual identity. Through branding, illustration, photography, and web design, I worked with Uyuhaus to create a world that feels playful, welcoming, and rooted in community.

BRANDING * PHOTOGRAPHY * WEB DESIGN

The Process of Building a Brand

01 - LISTEN

We started with a conversation about Uyuhaus beyond what it sells: Why did you create it? How should someone feel when they walk in? What do you want Uyuhaus to become? What makes Uyuhaus different?

From that conversation, we distilled the brand into three words:

With those three ideas as our foundation, I pulled inspiration from brands, typography, illustration, color, and photography that expressed different pieces of the personality we were trying to create.

Together, we talked through what felt like Uyuhaus - and, just as importantly, what didn't. And as Uyuhaus's vision changed, so did the visual identity.

We eventually added "Community" to the list of brand words.

02 - EXPLORE

03 - BUILD

From that exploration, I developed a logo and visual identity rooted in our brand words. The identity needed to feel playful without losing its sense of modernity and community.

I paired the identity with original illustrations that bring movement, personality, and joy into the Uyuhaus world.

I planned each shoot with its final use in mind - from the kiosk and in-store materials to social, posters, and the website. Composition, orientation, color, and storytelling were considered from the start, creating a mix of clear, product-forward imagery for the kiosk and playful, shareable moments that brought Uyuhaus’s personality to life for socials and the website.

05 - BRING IT TOGETHER

04 - CAPTURE

The final step was bringing the identity, illustrations, photography, and voice together across Uyuhaus's website and physical and digital touchpoints - so whether someone discovered the shop online or walked through the door, they encountered the same playful, welcoming, community-oriented personality.