Haru Haru, meaning “day by day” in Korean, is a modern Korean supper club. In March 2024, Chef Junho Lee tapped me to create the brand identity and lead production to scale the concept. I hand-drew the logo, blending day and night symbolism: the calla lily represents the sun and Chef Junho’s mother, while the moonflower captures the night. Menus, table settings, and floral arrangements were designed to bring each dinner to life, collaborating closely with the chefs to create immersive, sold-out experiences.
To expand the brand, I sourced designers, photographers, sponsors, and partners, while overseeing creative direction, design, social media, and event production for Haru Haru, MABA by Haru Haru, and Haru Haru Pop-Ups. Every touchpoint—from digital assets to physical environments—is crafted to feel cohesive, intentional, and full of life, bringing Chef Junho’s vision to life and creating memorable experiences that celebrate food, culture, and design.