SKILLS:
GRAPHIC DESIGN BRAND DESIGN MERCHANDISE DESIGN CONCEPT DEVELOPMENT ASSET PREPARATION
Joy on York
about.
Joy on York is a neighborhood restaurant in Highland Park founded by chef Vivian Ku, known for its elevated take on Taiwanese comfort food.
Rooted in family recipes and everyday street-food culture, JOY blends heritage, hospitality, and modern design to create an experience that feels both deeply personal and welcoming to the community it serves.
challenge.
Joy on York needed a merch and graphics system that could reflect more than just the food itself.
The challenge was creating visuals that honored the restaurant’s Taiwanese roots and family influences while still feeling approachable, contemporary, and connected to the everyday culture of Highland Park.
objective.
Develop a cohesive merch and graphics package that translated JOY’s heritage-driven identity into physical touchpoints customers could wear, hold, and take home.
The system needed to balance nostalgia, accessibility, and neighborhood character without feeling overly polished or performative.
results.
The final collection created a visual identity that feels familiar, tactile, and rooted in lived experience.
By blending nostalgic references with contemporary restraint, the merch and graphics package reinforced JOY’s position as both a destination restaurant and a neighborhood fixture.
