Inspired by the neon-lit streets of New York’s Koreatown, we crafted a brand identity that’s as bold and eclectic as the city itself. The typeface echoes iconic New York street signs, with Helvetica playing a nod to the subway’s iconic style. We added character with the "est" in smaller type, channeling the urban street signage. Red “W32” stamps and subtle kumihos (nine-tailed foxes) pay homage to Korean culture, while the industrial letterpress font fits seamlessly with the restaurant’s vibe. Everything comes together with Roadway—a modern, sharp font that ties this fusion of cultures into a cohesive, high-impact brand.

West 32 quickly gained attention from celebrities and influencers, making its mark as a must-visit destination. Featured in Tatler Philippines, the brand’s dynamic design and distinctive New York-Korean fusion created waves in the food and nightlife scene, attracting a crowd that appreciated the unique concept and immersive atmosphere.