The Cheese Salon

Tucked into the lively streets of Seongsu-dong, Seoul, The Cheese Salon is more than a cheese shop—it’s a playful fusion of tradition and modern indulgence. With each cheese treated like a character in its own right—from bold Brie to elegant Camembert—the brand brings personality and charm to the retail experience.

I developed a visual identity that reflects this spirit through curvy typography, bold tomato red accents, and whimsical illustrations. The illustrations subtly nods to The Storage Room, the hidden speakeasy within the space, by depicting cheeses sipping wine, cocktails, and whiskey—mirroring the speakeasy’s atmosphere and signature barrel icon.

The result is a vibrant, cohesive brand that invites customers to explore cheese in a fresh, approachable way—where classic flavors meet contemporary Seoul.