메르치 MERCHI
Merchi is a specialty restaurant in the USA that focuses on anchovy-based Korean cuisine, primarily catering to the Korean diaspora. The menu features a wide range of dishes using fresh anchovies—such as anchovy ssambap (rice wraps), anchovy stew, and kimchi-braised anchovies—as well as dishes made with dried anchovies, including anchovy noodles and stir-fried anchovy rice.
Merchi is where the warmth of Korean tradition meets the contemporary spirit of urban America.
The name “Merchi” is a stylized pronunciation of Myeolchi (anchovy) in the Gyeongsang dialect, naturally evoking a sense of locality and cultural familiarity.
Merchi’s logo, designed in Hangul (the Korean alphabet), emphasizes tradition and regional identity while offering a fresh visual appeal to American audiences. Its structured, geometric form draws inspiration from 1960s Korean shop signs and newspaper advertisements.
The brand concept is rooted in the raw, unfiltered atmosphere of traditional Korean seafood markets in the 1960s, where fish were wrapped in newspaper. By reinterpreting this nostalgic texture and humble sentiment through a modern lens, Merchi creates a visual identity that feels both familiar and distinctive.
