Born with Seoul
BRAND IDENTITY & PACKAGING
Born with Seoul—located in Kansas City—came to us in need of a rebrand as the competitive landscape increased. Born with a love and passion for traditional Korean fare, husband-and-wife team, Angela Hong and Nick Crofoot created Born with Seoul to fill a niche in the market at the time. Angela inherited her love of cooking from her mother, who emigrated from Korea to Kansas City when Angela was two. With her mother’s approval, Angela adapted her mother’s recipes with a healthy twist to accommodate for their gluten-sensitive daughter. Carpenter Collective was thrilled to help create an identity that captured the soul of these traditional Korean staples.
Angela Hong spoke at length about how inspiring her mother was in life and to her culinary journey. This bold, courageous and unforgettable mother encompassed all the attributes we wanted to achieve with this rebrand. The overall logo suite consists of an updated main logo badge to use as a metaphoric stamp of approval on packaging, social media and advertising. We also developed various word marks and a series of hero logo lock-ups celebrating our clients mother who became Born with Seoul’s approachable brand spokesperson. We were thrilled to provide a dynamic brand toolkit and strategy that allows our client to seamlessly translate the brand across all platforms.
Eye-catching bright-colored exterior packaging makes each sauce bottle stand out on the shelf in a competitive market. Each of the 3 sauce products are assigned one of the brand’s secondary colors along with a series of illustrated ingredients highlighting the simplicity of ingredients in each sauce. This reinforced the goal of our client who is determined to create products with transparency and natural ingredients.
The colors used within the brand are a modern interpretation of Korean colors found in art, fashion and culture. The illustrations speak to the simple ingredients used in each sauce, however they also represent the diverse multi-cultural consumer Born with Seoul has cultivated. With a diverse target audience, we leaned on Korean characters to reinforce the brand’s messaging.
