Seoulmates Kitchen
Sometimes your soulmate isn't a person. Sometimes it's a plate of golden, double-fried joy.
In a world of endless swipes and almost-matches, Seoulmates Kitchen backs itself as the one thing worth holding out for.
Tucked into The Canteen at Barangaroo, Seoulmates Kitchen set out to do for Korean fried chicken what a great first date does for romance: make you believe in the real thing. The category was full of good enough. Seoulmates wanted to be the one that gets you.
VISUAL IDENTITY, PACKAGING DESIGN, UNIFORMS, STORE FIT-OUT, CONTENT CREATION
Fast, casual, fried chicken is a crowded lane, and standing out in a food hall means winning attention in seconds. The brief was to build a brand with genuine cult appeal, quirky enough to stop people mid-scroll and mid-stride, built around a bigger idea than "chicken shop": the universal, slightly ridiculous, entirely relatable pursuit of connection.
Our solution
We built the full identity around a cheeky love-and-chicken conceit, brought to life through a manifesto that reframes soulmate energy as double-fried, gochujang-glazed devotion. That idea ran through everything: the store fit-out, packaging, uniforms and social content, all carrying the same flirtatious, self-aware voice. Nothing about it takes itself too seriously, which is exactly the point, it's a brand that winks at you before you've even ordered.
The outcome
There's no spreadsheet for this one, just queues out the door and a genuine cult following inside one of Barangaroo's busiest precincts. Seoulmates has become one of The Canteen's most talked-about tenants, proof that the right idea, executed with confidence, doesn't need to shout to be unforgettable.