JOOK
BRANDING 2025-ONGOING
JOOK is a New York–based freeze-dried congee brand founded by three friends. Following a community pop-up
at Columbus Park in Manhattan's Chinatown in October 2025, the team began preparing for its official launch
in 2026. I developed the visual identity system, including the logo, packaging and merchandise.
at Columbus Park in Manhattan's Chinatown in October 2025, the team began preparing for its official launch
in 2026. I developed the visual identity system, including the logo, packaging and merchandise.
I chose a T-shirt with visible seam lines because it echoed the stitched construction of rice bags, creating a subtle connection to JOOK's core product.
©Jessica Chen,2026