WHAT IS ABSTEAK?
In collaboration with Zware Jongens, I developed branding concepts for ABSteak’s upcoming Dubai location, led by Michelin-starred Chef Akira Back. Known for its premium dry-aged cuts and vibrant, social grill experience, ABSteak blends bold Korean flavors with classic American steakhouse traditions.
For this project, I created two distinct branding directions — each designed to highlight different facets of the ABSteak experience within Dubai’s evolving luxury dining scene.
In collaboration with Zware Jongens, I developed branding concepts for ABSteak’s upcoming Dubai location, led by Michelin-starred Chef Akira Back. Known for its premium dry-aged cuts and vibrant, social grill experience, ABSteak blends bold Korean flavors with classic American steakhouse traditions.
For this project, I created two distinct branding directions — each designed to highlight different facets of the ABSteak experience within Dubai’s evolving luxury dining scene.
ROLES
Clients:
Zware Jongens, Akira Back
Design:
Sunnie Lee
Clients:
Zware Jongens, Akira Back
Design:
Sunnie Lee
Direction 1
I referenced the traditional stamp motif from the original ABSteak logo and reimagined it as a key branding element. Circular shapes, bold stamp-like graphics, and Korean typography were used throughout the visual system to honor the restaurant’s roots while bringing a modern, distinctive edge.
The overall design combines heritage-inspired symbols with a minimal, contemporary palette, creating a look that feels authentic yet fresh — fitting for ABSteak’s global expansion into Dubai’s vibrant luxury dining scene.
I referenced the traditional stamp motif from the original ABSteak logo and reimagined it as a key branding element. Circular shapes, bold stamp-like graphics, and Korean typography were used throughout the visual system to honor the restaurant’s roots while bringing a modern, distinctive edge.
The overall design combines heritage-inspired symbols with a minimal, contemporary palette, creating a look that feels authentic yet fresh — fitting for ABSteak’s global expansion into Dubai’s vibrant luxury dining scene.
The business cards use subtle embossing and debossing to add tactile dimension—elevating and pressing the circular brand element into the card stock for a refined, premium feel.
Direction 2
For this direction, the concept begins with the Korean spelling of Chef Akira Back’s name (아키라 백), as seen in the stamp mark from the original logo. The name is broken down into its individual Hangul characters, highlighting two key consonants — ㅇ and ㅂ — which phonetically correspond to “A” and “B”, a subtle nod to the restaurant’s initials.
These Hangul forms are then abstracted into geometric shapes and used to build a minimalist visual system, including a flexible grid that anchors the branding across various applications.
The result is a contemporary identity rooted in Korean language and typography, designed to be both culturally grounded and globally adaptable.
For this direction, the concept begins with the Korean spelling of Chef Akira Back’s name (아키라 백), as seen in the stamp mark from the original logo. The name is broken down into its individual Hangul characters, highlighting two key consonants — ㅇ and ㅂ — which phonetically correspond to “A” and “B”, a subtle nod to the restaurant’s initials.
These Hangul forms are then abstracted into geometric shapes and used to build a minimalist visual system, including a flexible grid that anchors the branding across various applications.
The result is a contemporary identity rooted in Korean language and typography, designed to be both culturally grounded and globally adaptable.
