Chaewon Lee is a New York based graphic designer focused on branding, typography,
editorial, and visual identity systems. She creates thoughtful, culturally resonant brand
experiences across print and digital platforms.
Lalaon
Hospitality Design, Brand Applications
Role: In-House Graphic Designer
Deliverables:
Menu Design, Stationery Design, Presentation Design,
Print Collateral, Website UX/UI Design Review
Lalaon is a modern Korean barbecue restaurant located on the Williamsburg waterfront in Brooklyn. As the in-house graphic designer at OHKA Hospitality, I support the restaurant's evolving visual identity by designing and maintaining print and digital brand applications, including menus, presentation materials, website design reviews, and other guest-facing collateral. This is an ongoing project, and the selected work shown includes completed, implemented, and in-progress design explorations.
Lalaon Stationery Design
Menu Redesign Exploration
As part of Lalaon's evolving visual system, I’m exploring multiple editorial directions for the restaurant's menu design. Building upon the brand's existing pebble-inspired identity, these concepts respond to the creative vision of combining contemporary minimalism with the nostalgic atmosphere of Seoul's Han River.
Basier Mono, Lalaon's primary brand typeface, was retained for all functional menu content to ensure clarity, consistency, and continuity across the existing identity. Canela was introduced as a complementary display typeface, adding a timeless editorial quality and refined visual contrast that reinforces the restaurant's modern yet classic character. The explorations examine a range of layout systems, typographic hierarchies, and brand expressions while maintaining the flexibility needed for an evolving restaurant menu.
Implemented Menu Designs
Designed customer-facing menus within Lalaon's existing visual identity, applying the established typography, layout system, and brand language across seasonal and beverage menus while ensuring consistency and readability.
Presentation Deck Design
Designed a presentation deck showcasing Lalaon's private dining and event offerings. The deck translates the restaurant's brand identity into a cohesive visual narrative, communicating venue information, event experiences, dining packages, and hospitality services while maintaining consistency across typography, layout, and imagery.
Website Design Review /Audit
Conducted a UX/UI review of Lalaon's website, providing recommendations to improve typography, information hierarchy, layout consistency, and overall user experience while maintaining the existing brand identity. The recommendations were shared with the web development team to guide implementation.
[Before]
Updated Website
Following a comprehensive UX/UI review, selected design recommendations were incorporated into the updated website. Implementation was carried out by the web development team.
Key Improvements
- Refined typographic hierarchy and improved visual consistency across the website.
- Enhanced the user experience by integrating the restaurant menu directly into the website, eliminating the need to view menu images.
- Curated and added missing visual content while refining section titles and removing unnecessary content to improve clarity and overall user experience.
[After]