With offices in London and Seoul, design firm JHP was appointed to create a complete branding package including interior design of the international restaurant chain BBQ in Seoul. The design consultancy has been working with the restaurant chain for the past 8 months on the creation of a revolutionary new casual dining concept which includes brand identity, the brand story, architecture, internal experience, photographic suite, menu design, uniforms, crockery, consumables, merchandise and packaging.

JHP created a ‘BBQ’ brand story that is built on the success of chicken as a universal food. The new brand story tells the story of the flightless bird that has nonetheless managed to appear all around the world, finding its place on almost any menu in global cuisine. By creating an entirely new and more relevant brand experience, JHP radically changed the BBQ brand proposition and format resulting in an offer that is universally understood and that is inherently adaptable for such a vast store estate.

The new BBQ store concept represents the brand’s outward looking attitude and international aspiration to spread the message and its growing franchise network around the world.

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