Comfort in every side dish
Brand Guidelines · 2026
Banchan Jib isn't a restaurant. It's a feeling — the one you get when someone quietly leaves food at your door because they know you've had a long day.
In Korea, no meal is served alone. Little plates of banchan — kimchi, seasoned greens, sweet roots — crowd around your rice like old friends. We make them fresh each week in Bangladesh, so the busiest days still taste like someone cares.
If Banchan Jib were a person, she would be a warm, kind-hearted grandmother living next door to someone with a busy life. Knowing they barely have time to cook, she quietly makes a selection of side dishes each week and leaves them at their doorstep — insisting she simply made too much.
She is not loud, trendy, or attention-seeking. She is calm, observant and thoughtful. She notices more than she speaks, and expresses care through small, consistent acts rather than grand gestures.
“Everyone deserves a comforting meal — even on their busiest days.”
우리의 약속 · our promise
Why the menu stays small
We keep it intentionally short so every cup is fresh. The range is a weekly batch, not a catalogue — what's listed is what was cooked, and when it's gone it's gone. Scarcity here isn't a tactic; it's what happens when one kitchen cooks honestly.
Sold in cups
Sealed single-portion cups, not tubs. You add one or two beside warm rice and dinner takes care of itself.
The roadmap
반찬 more banchan · 간식 Korean snacks — hotteok, tteokbokki, pajeon · 도시락 full dosirak lunch boxes · 언제나 always there.
Ordering is a conversation
Pick your banchan, send a DM, and your portion is set aside with your name on it. No cart, no checkout funnel — a message to a person.
정 (jeong) — the Korean word for the quiet attachment that builds between people who keep showing up for each other. It is the single feeling this brand exists to produce.
Calm, never urgent
No countdowns, no “order now”, no scarcity panic. She'd never rush you. Even the sold-out message is gentle.
Observant, not talkative
She notices more than she says. Copy leaves room — half a thought, then space for the reader to finish it.
Modest about the effort
The work is real and never advertised. “I made too much again” is doing enormous emotional lifting.
Warm, with a little scolding
“밥 잘 챙겨 먹어요, 알았죠?” — Make sure you eat well, okay? Care in this brand is allowed to be slightly bossy.
Noticed
Someone thought about my week.
Cared for
A handwritten note in the bag.
Relieved
Dinner is handled, and it's good.
Attached
I'd feel her absence if she stopped.
What we're actually selling: the sensation of being looked after by someone who isn't asking for anything back.
Primary wordmark — hand-lettered, warm brown on cream. The default across packaging, site and notes.
Construction
The wordmark is drawn, not typeset — it must never be re-set in Cormorant or any other face. It carries the same soft, slightly irregular weight as the hand-seasoning it stands for.
Clear space
Clear space equals the height of the “B” on every side. On packaging this is enforced against the seal line, not the label edge.
Minimum size
Wordmark: 160px wide on screen, 40mm in print. Below that, use the table icon with 반찬집 set in Seoul Hangang beneath it.
Nav / label size
Korean lockup — Seoul Hangang 700
The table icon — stamps, seals, favicon
01 · Primary
02 · Reversed on brown
반찬집
03 · Icon + 한글
04 · Korean only
05 · Icon only
Never desaturate — the brown is the warmth.
Never stretch or condense the drawing.
Never re-typeset the wordmark in Cormorant.
Never add a hard drop shadow — shadows here are wide and soft.
Who she is
Halmeoni is the grandmother next door — the personification of the whole brand. She is not a logo, a spokesperson or a sticker pack. She is who the brand would be if it were a person, and every piece of copy is written in her voice.
Rules: she never sells, never shouts, never appears twice on one screen. She reacts to what the customer just did — waving hello, worrying when a batch sells out, delighted when you order.
She wanders the site rather than sitting in a fixed slot. Finding her should feel like catching a grandmother peeking round a doorway.
wave
happy
cooking
serving
delivery
heart
thumbs up
excited
great idea
surprised
serious
worried
sad
angry
Casting
Wave on arrival · cooking on the batch page · delivery at checkout · heart on the thank-you · worried when sold out.
Angry & sad are rare
Reserved for errors and empty states only — and always paired with a way to fix it. Never used for urgency.
Never modify her
No recolouring, no new poses drawn in a different hand, no cropping her out of her outline. Fourteen poses is the full cast.
“Make sure you eat well before heading out, okay? I made too much again — the geotjeori is a little spicy this week, so have it with something warm.”
밥 잘 챙겨 먹어요, 알았죠?
— Banchan Jib, your side dish house
Halmeoni reacts, the caption speaks in her voice, and the order happens in the messages. The DM is the checkout — keep it a conversation.
Positioning
The side-dish house that sends the feeling, not just the food.
Voice
Hers — quiet, direct, a little scolding, never selling.
Look
Cream and brown, sage accents, wide soft shadows, grain over everything.
Feeling
정 — noticed, cared for, relieved, attached.
Comfort in every side dish.
© 2026 Banchan Jib 반찬집 · Brand Guidelines v1.0