CHIMAC Menu Design
Category
Graphic Design
About the Project.
CHIMAC is a Korean fried chicken restaurant where I worked as a freelance designer to create and later evolve their in-store menu and promotional materials. I designed both the original menu and the subsequent renewal, building a visual system that could grow with the business.
First Menu Design
The use of dark brick background with bold, high‑contrast typography and large Korean/English headlines to capture a lively, late‑night bar atmosphere. The layout emphasises core chicken categories and seasonings, using icons, chilli markers, and short callouts so customers can quickly understand flavours, add‑ons, and spice levels.
Latest Menu Design
When the restaurant updated and expanded its menu, I was engaged again to redesign and refine the layout. In the newer light‑wood version, I shifted to a brighter, more casual dine‑in feel while keeping the strong photography and clear hierarchy. The structure separates classic chicken, specials, and side dishes, and reorganises information so additional items and pricing updates fit comfortably without feeling crowded.
Across both iterations, I handled concept development, art direction, layout, typography, image treatment, and print‑ready artwork. Showing Version 1 and Version 2 together highlights my ability to build an initial visual direction, then iterate on it to support new business needs while improving clarity and maintaining a cohesive brand experience.
