Cocodak, a New York restaurant that reimagines Korean fried chicken as a fine-dining experience, is gaining attention for its brand identity. Created by Simon Kim, founder of Michelin-starred Court Korean Steakhouse, and Gracious Hospitality Management, the chicken restaurant is the brainchild of the restaurant's founder, Simon Kim. The brand design, by Emily Oberman and her team at Pentagram New York, draws on the visual language of Korean and American fried chicken restaurants, but with a sophisticated tone.
Coco Chicken boasts a menu featuring caviar-topped nuggets and cocktails, including a Cocktail menu, and is known for having one of the largest champagne lists in the United States. The kitchen prioritizes organic and carefully selected ingredients, emphasizing "better oil, better batter, better chicken." This concept led to its Michelin Bib Gourmand award.
The logotype uses bold yet sophisticated custom lettering. The core element is a Korean chicken nestled within the letter O. This design evokes the flower-inspired O of the coat, and Coco Chicken expands upon this concept with a circular, egg-like structure. This symbol is consistently applied across the signage, website, and spatial graphics.
The name "Coco Chicken" originated from a Korean onomatopoeia evoking the sound of a rooster crowing. Combining the French word for chicken, "coke," with the Korean word "chicken," the name captured both pronunciation and meaning. Early on, teaser animations were used on social media to guide pronunciation. The brand message was condensed into the phrase "Better Fried Chicken." This clever twist on the question "Which came first, the chicken or the egg?" reinforced the restaurant's position as a high-end chicken restaurant.
The Rockwell Group designed the interior, creating a dark, moody space with warm lighting to create an immersive experience. Glass arches and infinity mirrors emphasize the long, deep space, reminiscent of a cathedral's bridegroom. A secret karaoke room, Gogosing, is hidden in the back, further diversifying the experience. The logo's oval shape is repeated throughout the interior, including mirrors, wall lights, and the curved seating.
