Omsom started out as a DTC consumer-packaged goods brand that dared food enthusiasts to reimagine their pantries with beloved Asian flavors right next to American neccessities like ketchup, peanut butter and canned soups.

More importantly to me as an Asian American designer, they were the first to refuse chop suey fonts and red and gold colors as definers of Asian brands, inspiring many other modern ethnic brands to follow suit. As their sole designer, I worked closely with the marketing team to bring concepts to life and carry the visual identity across all touchpoints, on and offline.