Kimchi Cartel is a fast-casual food brand born in Bangkok, fusing the fiery soul of Korean cuisine with the bold, comforting street food of Mexico. Built for the city’s young professionals and flavor-seeking urbanites, the brand delivers spicy, vibrant meals with an edge - from kimchi burritos to gochujang-loaded tacos. The concept is rooted in cultural crossover and speed without compromise, creating a dynamic food experience that’s both familiar and daring.
Kimchi Cartel
The visual identity leans into that same energy - street-inspired, playful, and unapologetically bold. The logo combines a Day of the Dead skull with a lotus flower, symbolizing the brand’s Mexican-Korean fusion and its Southeast Asian roots. I developed the full identity, including brand assets, color palette, type system, and apparel designs for staff and merch. The branding was designed to pop in digital and physical spaces alike - from Instagram feeds to food truck wraps - creating instant recognition and a loyal visual language.
