Omsom is a modern pantry brand that brings loud, proud Asian flavors to everyday cooking through starter sauce sachets and instant noodle kits. Co-founded by two Vietnamese American sisters, Omsom partners with tastemakers across New York, California, and Hong Kong to create uncompromising flavor profiles rooted in Asian and South Asian culinary traditions. Their bold, maximalist approach redefines what shelf-stable Asian food can look and taste like.
This campaign, titled “Grandma Approves.”, introduces refreshed packaging and an out-of-home rollout that aligns with Omsom’s mission to reject watered-down interpretations of culture. Inspired by the flavor knowledge passed down by grandmothers—Bá, Nai Nai, Mae Thuu, Halmeoni, Obaachan, and Lola, the campaign names each product after the word for “grandma” in its cultural origin, bringing warmth and identity to the forefront.
For the out-of-home campaign, the designs feature bold portraits of grandmother figures, accompanied by a catchy tagline that ties it all together. The visual language is consistent yet playful, striking a balance between graphic restraint and cultural richness. Designed to stand out in both physical spaces and social feeds, this campaign reinforces Omsom’s position: bold flavor doesn’t need to be explained, softened, or fused; it just needs to be served.
Take Me With You is a Brooklyn-based concept shop that curates local goods from around the world. Blending travel, art, and culture, the shop showcases artisanal objects and custom gifts that carry the stories of craft and place.
The brand identity reflects this spirit of discovery through a clean wordmark, a natural palette, and packaging inspired by travel ephemera. From tactile boxes and totes to thoughtful in-store and digital touchpoints, the system creates a cohesive experience that feels warm, authentic, and designed to be carried anywhere.
As part of the brand identity system for Take Me With You, I created a suite of assets that brought the brand to life across both print and digital touchpoints. These included letterheads, business cards, coasters, stickers, and packaging elements, as well as social media templates, photoshoots, and curated Instagram posts.
At a block party I co-organized with Downtown Brooklyn, Ace Hotel Brooklyn, and local businesses, I documented the day through a mix of candid moments, vibrant street scenes, and small details. My photographs highlight the energy of the event while celebrating the community connections at the heart of Take Me With You.