In-house design at a Korean food importer in New Jersey — building HOXY, the company's own brand, from packaging to trade-show booth, and running Amazon marketing for Gung Jeon Bang, a partner rice-cake maker.
One brand built from nothing, one brand helped onto Amazon.
Summit C&T imports and distributes Korean pantry goods across the US. HOXY is its own brand, and I designed it end to end — a yellow speech-bubble mark and noodle character carried through seasoning pouches, ramen cartons, display shippers, Amazon listings and booths at KeHE and Fancy Food. Gung Jeon Bang is a separate rice-cake maker, in business since 1983, whose US launch we supported: there the work was Amazon marketing — A+ content and listing art direction inside their existing brand, not a rebrand of it.
Summit C&T's own brand, designed from the mark outward: Korean ramen & kimchi seasoning, ramen toppings and air-dried noodles in a bold yellow-and-orange system with a noodle mascot, sold on Amazon and through natural-channel retail.
Three front-panel routes for the 5.3oz mini pouch — mascot-led, ingredient-led and badge-led — resolving how much of the noodle character survives at a size where flavor, certifications and net weight all have to be legible on shelf.
A four-pack carton for gluten-free air-dried noodles: illustrated three-step cook instructions across the side panel, nutrition and ingredient panel on the reverse, and a sand-and-tomato palette that reads as pantry rather than instant. View the dieline ↗
A five-shelf floor display built around one line — The Magic Behind The Sprinkle — with colour-coded trays per SKU, claims running vertically up the side wing, and the full product family printed on the back panel for restocking.
A subscription snack box drawn as a vending machine: the lid becomes the glass front, the die-cut window shows real product acting as the display row, and the numbered snack slots double as an index of what is inside. View the template ↗
A modular A+ kit — brand banner, ingredient explainer, product spec with claim badges, “use it on everything” grids and square usage photography — with seasonal skins for Memorial Day, Mother's Day and Thanksgiving so a listing can be reset for a holiday without redrawing the layout. Thirty-odd modules across the kimchi, ramen and seasoning listings.
Booth build for the KeHE buyer show — a HOXY × Summit C&T step-and-repeat with product hero shots dropped into the grid, printed table cover, sampling signage and a connect card, all shipping flat in one crate.
A three-poster set for the Fancy Food Show built on one line — When HOXY meets… — with the phrase outlined large enough to bleed off every sheet so the three read as one wall. Deep green ground, the full product line-up on the first sheet, then two cross-brand plates pairing HOXY seasoning with Gung Jeon Bang rice cakes, callouts pinned as stickers.
Vertical cuts for Instagram and TikTok: a Father's Day dinner cooked with the seasoning line, and a behind-the-scenes run-up to the KeHE show — shot and edited in-house so the brand's type and sticker set could be dropped straight onto the footage.
Rice cakes made from pure rice, since 1983 — not our brand. We ran its US Amazon marketing, so the work was listing content built inside the maker's existing register: deep red, the woven 궁전방 seal, dark kitchen photography.
A single A+ set read top to bottom: it opens on craft rather than product — floured hands, a sieve, flour in mid-air — with the red seal placed as a maker's mark, then turns to the texture claim over a stacked food grid, and closes on the two SKUs flat on brand red with the woven mark blown up as a watermark. Type stays to three lines a module so nothing breaks when Amazon crops the frame.