Mindi Chen
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From Korean to a universal language











●    Identity for HAHA Korean Bistro. (2024)
○    HAHA韩餐, 品牌识别 (2024) Founded in 2024, HAHA is a Korean-style all-day dining and social space that celebrates the joy found in everyday moments — from day to day, and day to night. Blending café, dining, and bar culture, HAHA embodies a relaxed rhythm of life where good food, drinks, and laughter flow naturally. Its philosophy is rooted in lighthearted connection — a place where haru haru, the Korean phrase for “day by day,” serves as a gentle reminder to live with ease and delight.

The visual identity translates this spirit into form. The logotype reflects the brand’s warmth and spontaneity through subtle shifts in proportion, creating a sense of casual balance and rhythm. The hand-drawn smiling face extends the identity into a more personal and playful dimension — its eyes formed by the Korean characters “하하,” a direct visual expression of laughter. By transforming this linguistic element into a universal graphic symbol, the mark bridges cultural origin and shared emotion — it smiles in every language.
HAHA是一家融合咖啡、餐食与酒饮的韩式全时段餐饮与社交空间，致力于在日常的片刻中捕捉生活的愉悦——无论白昼还是夜晚。HAHA倡导一种松弛而自在的生活节奏，让美食、美酒与笑声自然而然地流动。品牌理念根植于轻盈的连结感——“haru haru”（하루 하루，意为“一天一天”）象征着一种温柔的生活方式提醒：以轻松的姿态度过每一天。

视觉识别系统将这种精神具象化。Logo以微妙的比例变化展现品牌的温度与松弛感，形成一种自然的平衡与韵律。手绘的笑脸符号进一步延伸了品牌的个性与趣味——它的“眼睛”由韩文字“하하”构成，是“笑声”的视觉化表达。通过将这一语言符号转化为具有普遍情感的图形，标志在文化与情感之间架起桥梁——用笑容的形式，让所有人都能感受到共通的愉悦。