JB Choi is an interaction designer having a background in psychology, business management, and digital branding.


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Moe’s Cafe

How can the signature dish be shown in the logo?

I rebranded Moe’s Cafe, the School of Visual Arts cafeteria frequented by many students. In creating a 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.