Kimchi To Go, Bringing Seoul’s Street Food Culture Closer to Russia

Kimchi To Go is a Korean street food restaurant chain created around authentic food experiences beyond the familiar tourist image of Korean cuisine. Heads developed a new visual identity for the brand with the goal of making contemporary Korean culture closer and more accessible to Russian consumers. The central creative metaphor became a journey through the colourful and noisy streets of Seoul, where authentic street food discoveries can be found around every corner. This idea shaped a bold vis