About the project
At Coqodaq, a New York restaurant by Simon Kim and Gracious Hospitality Management, Korean fried chicken is elevated into a fine dining experience. The concept transforms a familiar comfort food into something more inventive and indulgent, featuring dishes like caviar-topped nuggets, creative “coqtails,” and an extensive Champagne selection.
Emily Oberman and her team at Pentagram developed the brand identity, drawing inspiration from both Korean and American chicken shop culture while refining it into a more upscale expression. This identity informed the interior design by Rockwell Group and extends across all touchpoints, including messaging, digital platforms, and environmental graphics, reinforcing the restaurant’s distinctive tone.
The project builds on Oberman’s previous collaborations with Simon Kim, including the branding for Cote Korean Steakhouse. At Coqodaq, executive chef Seung Kyu Kim focuses on achieving a balance of crispness and lightness in the fried chicken, guided by the principle of “better oil, better batter, better chicken.” Using carefully sourced ingredients, the menu delivers both quality and refinement, earning the restaurant a Michelin Bib Gourmand. A central offering is the “Bucket List” set menu, pairing fried chicken with glazes, banchan, noodles, and frozen yogurt.
The name Coqodaq combines linguistic references, merging the French word “coq” with “daq,” a Korean term for chicken, while also echoing the sound of a rooster’s call. Early promotional animations helped communicate its pronunciation.
The branding reflects the precision of the cuisine while maintaining a playful tone. Anchored by the phrase “Better Fried Chicken,” the messaging uses humor and curiosity to engage audiences. The logotype features custom lettering that feels bold yet refined, with the “O” incorporating the Korean character for “chicken” and doubling as a symbolic element. This form also references an egg, connecting visually to the identity developed for Cote.
The brand extends into the physical space, shaping the interior atmosphere. The dining room is designed with a dark, polished aesthetic, accented by warm lighting. Architectural elements such as illuminated arches evoke a cathedral-like setting, aligning with the concept of Coqodaq as a dedicated space for celebrating chicken.
The restaurant accommodates a range of experiences, from bar seating to more private dining areas, and includes a hidden karaoke room. The rounded forms of the logo appear throughout the space in mirrors, lighting fixtures, furniture, and architectural details, creating a cohesive environment.
Brand elements continue into the dining experience itself, appearing in menus, tableware, and service details. Illustrated food imagery, created by Han Dang, presents dishes with a vivid, almost stylized realism, contributing to the overall visual identity. These elements are also carried into digital and social media content.
The color palette draws from food-inspired tones such as orange glaze, celery green, Champagne hues, and deep velvet green, complemented by gold accents that echo the appearance of fried chicken. Brighter orange packaging introduces contrast, with rounded forms that reference the logo and enhance the takeaway experience.
Expanding on its popularity, the brand introduced CQDQ, a takeaway concept, including a high-profile pop-up at the US Open. Its signature “Golden Set” of caviar-topped nuggets gained attention as a standout offering, demonstrating the concept’s adaptability beyond the restaurant setting.
