Lee’s Gimbab is a premium Gimbab brand that produces rich flavors from high-quality ingredients and craftsmanship.In order to break the stereotypes of Gimbab, various research have been conducted and initiated at the Yeoksam-dong store in 2010, and now it has expanded to twelve stores and is gradually expanding.

FRANK started with the keywords “premium” and “craftsmanship” as a starting point in order to rebuild the existing brand identity of Lee’s Gimbab. FRANK has carried out the overall rebranding on the new logo, design graphic identity and its interior concept.The brand logo of Lee’s Gimbab was created by the combination of the luxury of Hangul and with the oval shape of Gimbab. The oval shape was designed to imply that the Gimbab is packed together with care.