2026 · Basak · Branding · Web

Basak

Branding and web for a Korean fried chicken brand that wanted to look as carefully made as its recipe.

Approach

Most fast-food brands are designed the same way: noise, full-screen product shots and little else. Basak starts from the opposite idea: that a fried chicken brand can have taste without losing its energy.

We worked on the full branding and the website around a single gesture: crunch, spice, repeat. A typeface with character, a palette that plays with black, amber and red without falling into the fast-food cliché, and a circular seal that works just as well on a screen as on a cardboard box.

The website orders what matters, menu, location and gallery, without overwhelming. Branding and web speak the same language: what you see on the packaging is what you find online. Every decision serves the brand: so it’s recognised before it’s read, and makes you hungry before you understand why.