The udon franchise "Sookmyundang" was launched with the aim of reimagining udon for the Korean market, drawing inspiration from Japanese self-service udon franchises. Unlike many franchises that use noodles supplied by headquarters, Sookmyundang sets itself apart with its hand-pulled noodles, making this a key selling point.
The brand's logo design emphasizes this focus on noodles, with the middle character "면" (myeon, meaning noodles) featuring a horizontal stroke shaped like a noodle, instantly evoking the image of a noodle shop. The initial consonant of the character "수" (su, meaning hand) is inspired by the shape of dough, visually conveying the handmade nature of the udon.
The lettering was custom-designed without using any existing fonts, incorporating traditional Korean graphic motifs. The main color, a metallic copper, pairs with wooden signage to evoke the warm, inviting atmosphere of a classic udon shop.
