Overview
Brand Visual Identity & Experience + Social Media Strategy + Product Design
Led the complete brand development of LA's premier Korean-inspired cake shop as freelance creative lead. Built a comprehensive brand ecosystem from identity to offline and online presence with strategy, transforming Harucake into a social media viral phenomenon with a loyal community.
From interior layout flows and wayfinding/instructional signage, product naming to merchandise and packaging, I collaborated closely with the founder and key stakeholders to build a brand world that feels like stepping into a slice of cake. We obsessed over small details so every touchpoint—labels, signs, counters, and cups—felt crafted, not generic.
Skills: Illustration, Motion Graphic, Photography, Videography, Wearable Design
harucake shop in Koreatown under construction as of Aug 1, 2023
harucake merch display
pre-interior: under construction
self-customized interior deco
Mascot Design
I designed a brand mascot to humanize Harucake and deepen audience connection. Inspired by the founder’s first baking story—a ginger cookie she accidentally burnt—I asked: what if that cookie fell into our signature cream and came to life? The result is a playful Quality Checker who “inspects” every treat, embodying our commitment to craft. Rolled out across packaging, in-store signage, merchandise and social GIFs, the character quickly became a customer favorite.
OOU square card
OOU Poster
OOU Badge
Wake n' Bake hat
OOU pin
OOU bag
OOU guideline for cake decorators
Merchandise
Harucake’s twinkling-smile logo and OOU formed a seamless duo on merchandise. The pared-back illustrations turned tees, totes, and cups into wearable fashion, not just branded swag—so customers chose them for style first, brand second.
Social Media
Social Media & Brand Collaborations
I built Harucake’s social presence end-to-end—from announcements and launch teasers to giveaways and collabs. For collaboration event with EM Cosmetics, I shot, edited, and animated short-form video using Premiere Pro, After Effects, and Procreate, then packaged posts with platform-native CTAs. Content pillars (product drops, behind-the-scenes, cake-care tips, OOU moments, and partner spotlights) kept the feed consistent and strategic. Example outcome: the “Name our mascot” giveaway (introducing OOU) generated 300+ comments plus strong shares/likes.
I launched the mascot with a series of short Procreate reels and a “Name our mascot” giveaway. We invited customers to comment, share, and vote; I seeded the shortlist with OOU. The campaign earned 300+ comments and a surge in shares/likes, and the community crowned the character OOU—instantly turning a cute idea into a recognizable brand asset.
Brand Visual Identity
Brand Book + Visual Guideline
I codified Harucake’s brand core—purpose, promise, values, personality—rooted in the founder’s philosophy of cake. From there I built a complete system: logo and lockups, tagline, typography, color palette, and photography direction. The guidelines equip all stakeholders and collaborators with clear, practical rules so the brand looks and feels consistent across store, packaging, social, and merch.
Package Design
Packaging & Sustainability
To protect product quality and elevate the brand experience, packaging was non-negotiable. We partnered with eco-friendly suppliers (e.g., Tossware) to align with our ethos. I designed budget-smart illustrations and sticker systems that turned stock formats into branded moments—keeping unit costs down while keeping the brand cohesive across boxes, cups, and seals.
To protect product quality and elevate the brand experience, packaging was non-negotiable. We partnered with eco-friendly suppliers (e.g., Tossware) to align with our ethos. I designed budget-smart illustrations and sticker systems that turned stock formats into branded moments—keeping unit costs down while keeping the brand cohesive across boxes, cups, and seals.
Brand Experiences
Design the journey, not just the space: Spot → Enter → Order → Wait → Share → Return. Every touchpoint says “Welcome to Harucake.”
Most guests won’t read cake-care instructions—so I drew them as simple, friendly illustrations.
Long lines can sour the mood—so I added a Grateful Note station in the queue, inviting guests to scribble one thing they’re thankful for; result: ~80% fewer complaints during peak times.
To make the visit unforgettable (and shareable), we installed a free photo booth with the twinkling-smile logo and OOU backdrop—turning memories into organic reach.
Grateful Note on the counter
Grateful Note
Cake Care Instructions
Instant Photobooth
Instant Photos
Harucake's craftmanship
Signature Drink: Soo Soo Latte (How-To Poster)
Soo Soo Latte is Harucake’s signature layered drink, meant to be enjoyed a specific way (espresso × cream). To reduce repeat explanations during rushes, I designed a step-by-step illustrated poster that shows guests exactly how to drink it—quick, friendly, and language-light. Placed at the counter and pickup, it cut confusion, sped up ordering, and gave the drink a distinctive ritual that guests remember.
Soo Soo Latte is Harucake’s signature layered drink, meant to be enjoyed a specific way (espresso × cream). To reduce repeat explanations during rushes, I designed a step-by-step illustrated poster that shows guests exactly how to drink it—quick, friendly, and language-light. Placed at the counter and pickup, it cut confusion, sped up ordering, and gave the drink a distinctive ritual that guests remember.
