As Creative Director, I led a multidisciplinary team across branding, content creation, advertising, sourcing, packaging, and web design. Our goal was to build a visual and verbal identity that felt as alive and evolving as the products themselves — contemporary, warm, and deeply rooted in tradition.

The brand system paired organic textures and earth-toned palettes with clean modern typography, evoking both the science and the soul of fermentation. Every touchpoint — from box packaging to photography direction — was designed to tell a story of connection: between makers and eaters, culture and craft, flavor and time.

The result was a cohesive, scalable identity that positioned Onggi as both a community and a discovery platform — where curiosity, taste, and tradition meet in every delivery.