Mashisoyo Korean Kitchen

SERVICES PERFORMED: BRANDING, APPAREL DESIGN

Getting wild with an experimental eatery

Mashisoyo is a brand experiment in which we challenged ourselves to go bigger and bolder than ever before to bring a unique restaurant experience to colorful new heights.

Cue the music ——

Growing up with Korean family meant that Dogfort’s own Christian Pedersen got to eat his way through his family’s culinary heritage, so Mashisoyo was a passion project and a half. Translated as ‘delicious’, Mashisoyo’s brand identity is an exercise in controlled chaos. It’s colorful, spirited, and fun above all else. While it looks wild and untamed, there are a set of rules operating under the hood to ensure brand messaging consistency, but allow for flexibility — Mashisoyo is meant to be alive and ever evolving, which means nothing remains static for too long. Rotating patterns, colors, and brand materials mean that short runs of designs can be tested freely and changed at a moments notice, keeping customers on their toes and wondering — what’s next? 

There’s a lot of different elements at work here, each happy to carry the weight of brand recognition on its own. Vibrant colors limited only by your imagination, a myriad of outrageous patterns, and a crew of whimsical lil’ vegetables doing some feel-good activities hoping hey, maybe you’ll join in! Even the Mashisoyo logo itself is alive - a colorful abstract blob that takes whatever form it pleases.