OCT 2022 - ONGOING

> CLIENT: ASIAN BAKED GOODS
> TEAM: SOLO

BRAND IDENTITY | MARKETING ASSETS | ILLUSTRATION | ICONOGRAPHY | MOTION GRAPHICS | PACKAGING

Asian Baked Goods is a startup snack brand based in Los Angeles, CA. They envision to bring a taste of familiarity to homes away from homes. Asian Baked Goods is on a mission to share the diverse are Southeast Asian culture with their customers through reimagined homemade goods that are "to drool for".

As the first brand design hire at Asian Baked Goods, I had the opportunity to exercise full autonomy ownership, in which I developed their brand identity from the ground up with a design system of a logo, colors, typography, iconography, illustrations, animations, and packaging design. Asian Baked Goods has a quirky and welcoming personality targeting a younger generation who wants to feel closer to their cultural roots. I first started my design process with research. In this case, I compiled a brand questionnaire with a list of introspective and comprehensive questions to help me understand the founders' intentions for the ABG brand and deliver intentional designs that generate value mainly in customer awareness, interest, and acquisition for both the company. I worked closely and collaboratively with the 3 founders, and later on had the chance to take part in a pop-up event at Little Tokyo in LA.