Hajima AUSTIN, TEXAS

Branding
Logo Design

Catagory_Food
Year_2022

Project_

This project focuses on creating a distinctive logo and cohesive branding for a Korean food truck and kimchi-making business based in Austin, Texas. The brand identity will blend traditional Korean elements with a modern, bold aesthetic that reflects the vibrant food culture of both Korea and Austin. The logo will be designed to be versatile across packaging, signage, and digital platforms, ensuring strong visual recognition. The goal is to capture the authenticity of Korean flavors while appealing to a diverse audience, making the brand stand out in the competitive food truck scene.

Korean Food to Austin

Hajima was founded by Peter Lee, a Korean entrepreneur from Fullerton, California, who set out to share the bold flavors of authentic Korean cuisine with the people of Austin, Texas. His journey began with a simple passion for making and selling homemade kimchi, a staple of Korean food. As demand grew, he expanded into preparing full meals, bringing traditional flavors to a wider audience.

Inspired by Jon Favreau’s film Chef, Peter pursued his dream of owning a food truck, seeing it as the perfect way to introduce Austin to the rich, comforting dishes he grew up with.

Rebranding Hajima

Branding images_

Hajima, a Korean food truck and kimchi business in Austin, TX, is building a strong visual identity that blends tradition with a bold, modern appeal. The branding draws inspiration from iconic Korean imagery, incorporating traditional Korean masks, stylized clouds, and a sun motif to reflect cultural heritage and authenticity. The logo will be designed for versatility across food packaging, signage, and digital platforms, ensuring strong recognition. The overall aesthetic will balance a vibrant street-food energy with a refined, cultural touch, helping Hajima stand out in Austin’s competitive food scene.