Exterior view of a restaurant named Perillas Korean Kitchen with large glass windows, illuminated signs, and a person walking by during sunset.

Perillas Korean Kitchen

ClIENT:  

Brand Identity + Signage

ROLE:   

Perillas is a fast-casual Korean kitchen in Boston, founded by James Choi, focused on making authentic Korean food more accessible through convenience and affordability. Ahead of opening its second location, the brand underwent a refresh to reflect its growth, new space, and evolving menu.

The visual system translated the brand’s values and attributes into a cohesive storefront experience, bringing clarity and consistency to the new location.

A moodboard of various items, including three clear glasses with printed labels, food ingredients, colorful packaging, logo designs, and food preparation scenes. There are also illustrations, text, and branding elements related to food and beverage.

The “Simplified Kitchen” direction strips things back to what matters—a tonal palette, geometric sans type, and line icons that let the food lead. Photography brings warmth and freshness forward, with food acting as the primary source of color.

Person in a black apron with a P logo on it and gloves serving beef bulgogi into a bowl with tongs at a food service counter.
Three social media posts from Perilla's Food. The first shows a stylized letter 'P' outline on a dark green background. The second shows a person serving food in a bowl. The third shows a close-up of a burger with lettuce, pickles, onions, and a beef patty, with the text 'bulgogi burger kits' overlaid.

A backlit sans-serif wordmark and minimal window decals keep the storefront clear and utilitarian, easy to notice, easy to navigate. The simplicity supports seamless ordering while keeping the focus on the food and the people behind it.

Exterior of Perillas Korean kitchen restaurant with large glass windows, white and black signage, and an 'OPEN' sign visible inside.
Sign displaying the word 'PERILLAS' above a window reflecting orange lights and trees.
Close-up of a green lettered, backlit sign
An assortment of Korean dishes on a wooden table, including bibimbap bowls, chopsticks, dipping sauces, a drink, and a menu from Perillas Korean Kitchen.

The goal was to get out of the way, so the food and experience could lead.

Interior view of a Korean kitchen restaurant named Perillas, with a large metallic ventilation hood, a sign overhead, and a steam-filled cooking area where a woman and a customer are present.
A food menu sign with the words 'WE'RE HIRING' repeated throughout, placed on a green surface, showcasing a dish with vegetables and a bowl of chopped green onions at the bottom, with the restaurant name 'PERILLAS' at the bottom.
Three bowls of Korean dishes on a wooden table, with chopsticks resting on the bowls. One bowl contains a variety of vegetables and slices of meat, another bowl has seasoned ground meat with lettuce, and the third bowl appears to have a mixed salad. There is also a small container of dipping sauce.

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