Brand Design

The goal of this project was to select a type of sauce, create a unique logo for it, and incorporate that logo into a cohesive package design. I chose BBQ sauce, inspired by my long-standing wish for a versatile BBQ sauce that pairs well with all kinds of meat. I named it Bremen Sauce, drawing inspiration from a beloved fairy tale, which also influenced the logo design. All design work was completed using Adobe Illustrator, and the final mockup was created in Adobe Dimension.

The goal of this project was to develop a comprehensive brand identity for a craft beer company, including the logo, beer bottle label, brewpub table talkers, and staff uniforms. To emphasize the idea of beer as a refreshing escape from the heat of summer, I drew inspiration from the image of a firefighter. The logo was designed to resemble a firefighter’s helmet, and the brand was named Thirst Fighter to reflect its bold, cooling character. As someone who doesn’t drink alcohol, I spent several hours researching and studying to design a beer label. I needed a directly shot food photo. I photographed frozen chicken wings, which I baked in my oven (not homemade), then processed them in Photoshop. I then did the layout work in InDesign and created mockups in Photoshop again. I learned for the first time that when putting an image on a T-shirt, I have to work with each color separately, much like screen printing.

First, I needed to understand the story of the book (After Anna). It was a legal thriller about finding the killer of the protagonist’s daughter. The suspect was the protagonist’s remarried husband. The phrase “Nobody cuts deeper than family.” from the previous cover truly suited the content. Inspired by that phrase and the knife marks in the cover photo, I sketched several thumbnails, and then I developed the most impressive one further. Thus, I was able to create this new cover. I drew a red liquid reminiscent of tears and blood within the ‘t’ of “after,” and wrote the name “Anna” in handwriting, like falling teardrops. Was the killer indeed her remarried husband? Only after completing this cover, I had the leisure to read the novel in its entirety. I know what it’s about, but I won’t spoil it.

The goal of this project was to design a coffee brand identity, including its logo, cup, and stand-up coffee pouch. I named the brand CAFE LESEL, which means “salt” in French, and incorporated salt-inspired textures and imagery into the base design of both the cup and pouch. All visual elements were created using Adobe Illustrator, and the final mockups were rendered in Adobe Dimension.

The objective of this project was to select an existing product and redesign its packaging. I chose toothpaste and focused on conveying its refreshing quality by using a blue-toned color palette throughout the new design. Compared to the original packaging, the redesigned version offers a cleaner, cooler aesthetic that better reflects the product’s fresh and invigorating nature.

Final presentation

The goal of this project was to design a logo and tag for a fictional company using Adobe Illustrator. Inspired by my lifelong wish to have a dog and by the brand name of McDonald’s, I created a concept for a dog food brand called McDogNardo. While such a name might raise concerns if it were a real brand, this was purely a creative concept project, so I hope it’s taken in the spirit of playful exploration.

The goal of this project was to create original “good monsters” and design a canned beverage product around them. I drew inspiration from legendary Korean creatures—Haetae and Kirin—to develop a unique monster drink concept. The design was created using a crayon-style illustration technique and completed in Photoshop, giving the visuals a playful yet mythical aesthetic.

The goal of this project was to select a product and design a character that fits its identity. I chose Nutella—a favorite in our family—and created a character named Nutty, a white squirrel, which makes him an easy target for predators. One day, he hides inside an empty Nutella jar and survives. When he emerges, he looks just like any other squirrel. From that moment on, Nutty stays close to Nutella, believing it keeps him safe.

This story was turned into a motion graphic. And as someone who always found it frustrating to scrape out the last bit of Nutella from the jar, I thought—why not turn Nutty into a character for a bread product designed to clean out the jar?

Dear Nutella team, please consider buying my idea. I think Nutty has a lot of potential!

The core objective of this project was to redesign the logo of an existing restaurant and develop cohesive designs for a food truck and menu. I chose Swiss Chalet as the brand and created a refreshed visual identity, including the food truck design, menu layout, and a comprehensive style guide.

The goal of this project was to realistically illustrate a character figure using Adobe Illustrator and design a blister card based on that figure. I chose Choonsik, a beloved Korean character, as my subject. While most students selected characters from Marvel or Sanrio, I wanted to take a different approach by highlighting something more unique and culturally meaningful.

The goal of this project was to develop a guerrilla marketing campaign to promote my own brand. I imagined myself running a branding company (and honestly, it sounds like something I’d love to try for real). The campaign was designed to take place in various offline locations, where people would write down their profession, take a photo, and upload it to a website or social media event page along with a short personal story. From these submissions, I would select one participant to receive a free personal branding service. This project focused more on strategic planning than design execution, highlighting the importance of concept development and audience engagement.