Jenna (Yejin) Jung
Graphic Designer · Brand Identity
Curiosity fuels every project. Purpose shapes every decision.Play
Five Guys
This Five Guys rebranding project reimagines the brand with a playful, modular, and customizable visual identity. Inspired by the idea that every burger can be uniquely built, the system introduces a vibrant burger mascot, food-driven color palette, and a set of expressive Topping Friends characters. The new identity emphasizes freshness, individuality, and enjoyment, transforming the brand into a more engaging and approachable experience across multiple touchpoints.
The new logo features a stylized burger mascot with a bold, simplified form. The green layers are derived from a transformed number “5,” subtly referencing the brand name while representing fresh ingredients.
Alongside the logo, a series of Topping Friends characters visualize individual ingredients as playful, modular elements. These characters reinforce the idea of endless combinations and bring a friendly, expressive personality to the brand.
The logo animation captures a playful and dynamic tone, bringing the burger mascot to life through motion. Elements appear sequentially—such as the bun, internal structure, and expressive features—creating a sense of assembly and interaction. The animation reflects the brand’s fun, energetic, and buildable nature, ending with a clean and confident logo reveal.
The poster series explores the brand through bold, graphic compositions and close-up visuals.
Zoomed-in posters highlight texture and flavor, while ingredient-focused layouts emphasize individual toppings. Character-driven posters introduce the Topping Friends, creating a balance between product appeal and playful storytelling.
The packaging and exterior design extend the brand’s modular identity into physical space through Topping Friends patterns and bold graphic elements. Packaging applies flexible, repeatable visuals across wraps, boxes, and materials, reinforcing the idea of mixing and combining ingredients, while maintaining a playful and cohesive look.
At the same time, exterior elements such as signage, window graphics, and environmental applications use the same visual system at a larger scale to create a welcoming and engaging brand presence. Together, they translate the concept of customization into both product experience and physical environment, making the brand instantly recognizable and immersive.
The digital experience extends the modular system into interactive platforms. The website uses bold typography, vibrant colors, and dynamic compositions to guide users through a customizable burger experience.
Social media content focuses on engagement through playful messaging, character interactions, and user participation, reinforcing the brand’s tone of fun, creativity, and accessibility.
The Topping Friends are further expanded into a game-based promotional system, encouraging users to interact with the brand in a playful way.
By collecting, combining, or interacting with topping characters, users experience the core concept of Five Guys—building your own burger—in an interactive format. This approach strengthens engagement while translating the brand’s modular idea into a participatory experience.
Practice
Visual Systems & Structured Thinking
Research Driven Process
Conceptual Development
- Identity Design
- Interactive Platforms
- Spatial Composition
- Motion Studies
- Data Translation
- Experimental Typography
Structure
I approach design as a constructed framework rather than surface decoration. Each project begins with research and mapping, identifying relationships before defining form. Structure becomes the foundation that allows complexity to function with clarity.
Systems are not imposed visually but developed logically. Through modular thinking and controlled variation, I build identities and experiences that can expand without losing coherence.