JB Choi is an interaction designer having a background in proudct design, branding, psychology, and business strategy.


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Moe’s Cafe

How can the signature dish be shown in the logo?

I rebranded Moe’s Cafe which is the cafeteria in School of Visual Arts frequented by a lot of students. In the process of creating new identity, I focused on what would come up when students think about this place. And the final logo was inspired by BLT Sandwich, the most popular signature dish of the cafeteria.