Bareumi Shabu Shabu Rebranding Concept Design
Barumi Shabu was struggling to stay relevant, with outdated visuals and inconsistent naming like “Barumi Sushi” weakening its brand image. To appeal to younger diners, I proposed a rebranding rooted in simplicity and trend sensitivity. The new system included a refined logo, updated colors, and clear applications across menus, uniforms, and signage. It aimed to modernize the brand while preserving its core identity and local familiarity.
Brand Identity
Design Concecpt
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Bareumi’s fragmented naming and outdated visuals weakened brand recall and market competitiveness. To reposition the brand, I proposed a modern sans-serif identity system with refreshed colors and scalable symbols. The concept aimed to unify sub-brands and enhance clarity across customer-facing elements like signage, uniforms, and packaging. It was a strategy designed to bring consistency and renewed energy to a legacy F&B brand.
I delivered a concept package including logos, CI/BI system, and mockups tailored for franchise scalability. While not fully implemented, the proposal was positively received and discussed for future application. The process highlighted how small visual shifts can clarify brand identity and customer experience. It was a step toward reimagining Barumi as a more relevant and emotionally engaging brand.
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