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


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National Mustard Museum

Can mustard be more than delicious?

The National Mustard Museum is an unusual museum in Wisconsin boasting a large display of about 6,090 mustards from all 50 states and more than 70 countries. I created a new identity for this museum focusing on the core value of the mustard spread. The key concept is how we spread mustard on major foods. I used round shape for the logo and the primary typeface, because the mustard spread fundamentally affects round figure. And it can give a friendly feeling to child and family who are main targets of the museum.

Exhibition Invitation

Exhibition Catalog