Jeju Vancouver marks the continuation of a family story rooted in memory, migration, and place. It carries forward the legacy first established in Tofino, where Chef Dylan and his mother, Sung, created a destination anchored in Korean heritage and Pacific coast sensibility. Their kitchen has always been an expression of lineage and lived experience, where traditional recipes are shaped by the landscapes that have held them. The Vancouver opening fulfils a dream Dylan has carried since his teenage years, bringing their refined cooking and intimate family narrative to the city that raised them. It represents a homecoming and an evolution, a chance to share the depth of their story with a wider community.

The brand world, designed by Glasfurd and Walker, draws from Jeju Island’s cultural symbols while embracing the fluid, coastal character of the Pacific Northwest. Rather than relying on literal motifs, the identity leans into metaphor, texture, and materiality to create an atmosphere that feels familiar yet transformed. It invites guests into a space where heritage is expressed with ease and subtlety, allowing the emotional resonance of the story to guide the visual language.

At the centre of the brand is a custom painting that acts as its emotional anchor. This abstract landscape merges the silhouettes of Tofino and Jeju, symbolising two homes connected across distance and time. The notion of convergence became a guiding principle throughout the identity: small cues drawn from Korean culture and Jeju Island are layered with modern craft to form something contemporary and deeply personal. The island’s iconic mandarins informed the palette and editorial tone while charms and coins reappear as graphic devices, used sparingly as symbols of protection and good fortune.

Menus are printed on translucent stock to create a gentle overlay, a visual gesture that mirrors the Venn diagram of Dylan and his mother’s cooking. Embossed textures, soft finishes, and quietly expressive typography complete a brand world shaped by sentiment, craft, and cultural continuity.