KAY’s Gochu-Jang

2024, 3 Weeks

Challenge:

Kay’s Gochujang needed a brand identity that broke away from the expected — one that could embody the fiery personality of its namesake while standing out on crowded grocery shelves. The challenge was to capture Kay’s playful, spicy spirit and her rich Korean culinary heritage in a way that felt authentic, modern, and shelf-ready, all while developing a full brand and business system that could scale with the product’s growth.

Role:

I led the creative direction and execution of the full brand identity for Kay’s — from logo design to a complete brand kit and business system. I developed a vibrant visual language rooted in Kay’s bold personality and cultural background, pairing punchy typography with a lively color palette and playful illustrations. I also created detailed brand guidelines to ensure consistency across packaging, marketing, and digital platforms, helping set the foundation for a cohesive and scalable product presence.

Impact:

While this was a mock project, the branding system for Kay’s successfully demonstrates how bold, character-driven storytelling can transform a product into a vibrant shelf standout. Design and identity can create emotional resonance and brand distinction. The project showcases my ability to build scalable, memorable brands rooted in narrative.

Deliverables:

Custom Logo and Wordmarks

Full visual identity system, color palette, typography suite,

Packaging Mockups

Brand Illustrations and Emblems

Comprehensive Brand Guidelines

Mockups for Marketing and Merch Collateral

Business system including stationery and product label designs.

Skills:

Brand Identity and Strategy

Brand Guidelines

Logo and Mascot Creation