Yori Meats is a meal service business that provides wholesome Korean-inspired food and meat products to customers with the mission to make healthy, affordable, and delicious meal options convenient to the masses.

For this project, I had the opportunity to craft Yori Meats’ brand voice and visual identity. The process began with designing a custom typeface inspired by the intricate marbling texture of meat, which became a central visual element across the branding, including the logo and packaging. Interestingly, the typeface unintentionally evoked “Han-ja (한자),” the Chinese characters historically used in Korean writing, with its flowing strokes, softer edges, and multi-component structure reminiscent of traditional calligraphy. This subtle detail served as a meaningful nod to the brand’s Korean heritage.

To balance this more “traditional” aesthetic, I paired the custom typeface with the sans-serif typeface “Sequel Sans” for longer or smaller copy, ensuring readability and versatility. Additionally, I developed a vibrant color palette comprising six primary and six secondary colors, each representing a specific type of meat.

For the packaging, I embraced a clean, modern design approach: solid-colored sleeves with minimal texture and visual elements, rounded corners, and a strong emphasis on the Yori Meats logo. The goal was to create a brand identity that felt fresh, recognizable, and approachable to the Western target audience.