Sooki Sesame Oil

Sesame oil isn’t new, but Sooki’s approach to it is. In the U.S., it’s often treated as a background ingredient, something you reach for at the very end rather than something you build a meal around. Joseph and Hannah Choi of Sooki Foods came to us with a different point of view. They wanted to introduce a premium Korean sesame oil that highlights its depth, versatility, and cultural roots, while still feeling approachable and relevant to a broader audience.

We built a brand that brings sesame oil forward. Grounded in Sooki’s family story and traditional production methods, the identity balances heritage with a more modern, expression. The result positions Sooki as something you don’t tuck away in a cabinet, but keep out on the kitchen counter.

Curator’s Insight – Sesame oil gets its moment. Sooki Foods reframes a pantry staple as the hero ingredient it deserves to be. Designed for Joseph and Hannah Choi, the brand draws from their Korean-American heritage and small-batch production methods, translating that story into an identity that feels both rooted and contemporary. The chunky slab-serif wordmark, the hand-drawn mascot, and the bold red-on-white label all signal something worth putting on the counter rather than hiding in a cabinet.