ISUM was developed for SHIA Restaurant’s Fall 2025 Pitch Day, a program where chefs present original restaurant concepts for potential funding and launch. Participants entered with fully formed culinary ideas, but without branding or a visual system to communicate those concepts externally.
Chef Kiki Kim’s vision blended Korean heritage, French fine-dining technique, and artistic expression. The objective was to translate that internal philosophy into a clear, cohesive brand. One that could exist beyond the pitch and support a future restaurant in real-world application.
The project began with discovery and a design questionnaire, then expanded into a complete visual identity system including naming, logo design, tagline, visual tone, and a concise brand overview deck outlining the meaning behind each element.
The resulting brand, ISUM, centers on presence, balance, and transformation. The identity system includes a primary mark with secondary and vertical variations, an elemental color palette rooted in natural processes, typography designed with space and restraint, and a defined visual direction for photography and application. The tagline, “A moment of breath and flavor,” anchors the experience and reflects the restaurant’s calm, sensory approach to dining. The direction was approved immediately and positioned for direct use if selected through SHIA’s program providing a complete foundation for future development.
