Bite Japan.
Tasty, practical, and nutritious bites.
Kororin is a Japanese brand based in Chicago, built around the idea of bringing the konbini culture to the American city lifestyle. The brand blends tradition with convenience, offering onigiris designed for fast-paced, flavor-curious consumers. My goal working with them was to revamp and unify the brand across all touchpoints, from visual identity and messaging to marketing execution and retail presence.
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Project Management, Creative Direction, Brand Strategy, Messaging, Copywriting, Social Media Strategy, Email Marketing.
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Developed and created the brand voice and messaging system, including tone, key messages, and brand manifesto.
Directed the full brand strategy and marketing execution for both digital and physical markets.
Coordinated cross-functional teams and suppliers to align creative, packaging, and production efforts.
Executed email marketing, packaging copy, and event/retail messaging.
Ensured brand consistency across Chicago farmers’ markets, retailers, and digital channels.
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Brand Manifesto Excerpt:
“We make Japanese snacks for people who move. Between meetings, between places, between moments, you deserve something actually good.”
“For busy hands, curious mouths, and people who eat between tasks.”
Product-Specific Messaging:
“We put flavor in a triangle.”
“Packed with tradition, flavor, and nourishment.”
“A bite that actually does something for you.”
CTA & Culture Messaging:
“A taste of Japan, made for Chicago.”
“Inspired by konbinis, designed for Chicago.”
“Unwrap Japan.”
“Eat what moves you.”
Brand Ecosystem and Project Management
For this project, I translated Japanese konbini culture into a cohesive brand system, positioning Kororin as more than a local brand, but a flavorful, on-the-go experience that connects tradition with the fast-paced lifestyle of Chicago.
