MS LEE’S NATURAL FOODS
Korean tradition MEETS MODERN VEGAN
Ms. Lee’s Kimchi is the creation of Korean-born now Vancouver-based music lecturer turned kimchi aficionado, Jeong-Ran Lee.
Her vision was simple: a modern, vegan-friendly recipe made with natural ingredients that still honours the traditional methods she learned in her mother’s kitchen. After a short time sharing her small-batch ferments at local restaurants and markets in Vancouver, she was ready for a brand that reflected the care, culture and generosity inside each jar.
Visual Brand Identity, Logo, Label & Packaging, Digital, Art Direction
I worked with Ms. Lee to create a visual identity including hand-drawn illustrations and packaging for her line of kimchi and ferments that feels active and cultured, just like her audience. The logo was inspired by the traditional clay pots used to make kimchi back in the day. The branding highlights her three traditional flavours, her focus on plant-based wholesomeness and her devotion to slow, salt-preserved fermentation.
Warm, approachable and rooted in her personal story, the resulting design helps bring Korea’s beloved superfood to Canadian tables while keeping Ms. Lee herself at the heart of the brand.
