Project Statement
Little Korea is a subscription meal kit service that delivers authentic Korean meal kits to customers' doorsteps, allowing them to easily cook homemade Korean meals. The project's primary objective was to create a cohesive and compelling brand identity across various branded materials, including the delivery box, packaging, recipe cards, and promotional flyers.
To achieve this, I began by developing a brand strategy that encapsulated the essence of Little Korea—authenticity, convenience, and the joy of home-cooked Korean cuisine. This strategy guided the design process for all branding collateral.
The delivery box design featured vibrant colors and traditional Korean patterns to create an inviting and culturally rich first impression. The packaging for individual ingredients was designed with clear, attractive labels and resealable options to maintain freshness and convenience. Recipe cards were crafted with easy-to-follow instructions and engaging visuals, ensuring a delightful cooking experience for customers. Additionally, the promotional flyers showcased a featured recipe with eye-catching graphics and concise information, encouraging customers to explore and try new dishes.
Researching and Sketching Ideas
I created a mood board to help understand how the brand communicates about itself as a meal kit aimed at people who have never cooked Korean food before. I tested a typographic combination that matched the brand's joyful and welcoming aesthetics.
Delivery Box
Food Packaging
Recipe Poster 11x17
Recipe Poster Mock-up
Front-facing Card Mockup
Back-facing Card Mockup
Recipe Card