A few other examples of work…

Raleigh Brewing Company

Opportunity: I helped create branding for Raleigh Brewing Company. I had the pleasure of naming its flagship beer, HellYesMa’am, noted in the New York Time’s 36 Hours series.

Bibigo Korean foods

Note: While we did not win the initial pitch for Bibigo branding (we came in second to Goodby Silverstein), the client ended up implementing many of our pitch ideas.

Challenge: Bibigo is a well-known Korean food brand, only not in the U.S. The objective: Heighten awareness of Bibigo, showing how the brand makes high-quality, easy-to-prepare food that’s made for sharing.

Solution: We created a campaign centered on Have You Eaten?, an adaptation of a common Korean greeting. One of the concepts included highlighting a chef personality who traveled across the country meeting local people and local chefs in cities large and small. Our host would ask people “Have you eaten?” as an invitation to share a Bibigo-inspired + local cuisine fusion meal.

Role: CD/writer

Bibigo rice

Our branding pitch led to other Bibigo work.

Challenge: Bibigo multigrain rice is high quality and flavorful. It’s also soft— a differentiator. But the rice is a relatively unknown product in a crowded space.

Solution: We created compelling imagery and short, descriptive copy to convey how Bibigo rice elevates every dish. Each ad contained the ‘deliciously soft’ descriptor followed by another product benefit.