Jagalchi

Named after one of the oldest and liveliest seafood markets in South Korea, Jagalchi aims to provide a similar sense of scale, energy, and offerings in Daly City, CA. Gensler was engaged to imagine what the experience could be, starting with a unique brand position and identity that drove a holistic in-store experience — from store layout and interior design to merchandise and digital media.   The overall concept of Yak Sik Dong Won — ”Food is Medicine” — positioned the store as a place for American consumers to be introduced to the healthy and healing nature of traditional Korean foods. A lightweight, organic logotype is paired with a mark that symbolizes the market’s three core offerings: rice flour baked goods, abundant fresh seafood, and vegan temple food. The color palette includes a spectrum of natural rice tones, deep-sea greens, and complementary funky, fermented yellows and oranges. Together, these visual elements establish a cohesive and sensory brand language — one that feels fresh, approachable, and distinctly Korean for a stateside audience. Building on this foundation, a collection of illustrations educates customers on the health benefits of Korean food and adds character and warmth to the brand. From vibrant murals to interpretive signage to social media graphics, these images create emotional touchpoints that transcend language and communicate to the broadest audience possible.

From the original award submission.