Onggi, named by Letterhead, is a food brand making authentic small to medium batch kimchi in East London. They are now stocked in more than 40 shops and always sell out their stalls and orders. I created the visual identity and worked with the owners – Miji and Alex – on the packaging and other assets. The playful branding makes sure their kimchi stands out on the shelves, being totally unique and immediate. Fans of the product have responded really well to the branding, seeing it as a fitting design for the flavours and the people at the heart of it.

The symbol, almost naively, presents a face in the process of eating, using only the letters of the wordmark, including a distinctive curved letter “I”. Colours are taken directly from the ingredients, allowing a sense of the product and its flavours to always be present.