Jenny SeoYoon Kim



SELECTED

campaign, art direction

Nature’s Path

2025

brand identity

Higher Frequency Festival

2024

brand identity, art direction, packaging

Hidden Valley Ranch: Double Ranch Collab

2024

campaign, art direction

Liga MX

2023

brand identity, packaging

FCB Makers Market

2022

brand identity,  motion

Chicago Public Library Foundation Awards 2024

2024

art direction, editorial

Menus & Cookbooks

2021-2024

brand identity

Chicago Public Library Foundation Awards 2022

2022

brand identity, packaging

DenTek

2023

brand identity, editorial 

Flat Iron Studio

2023–2025

campaign, art direction

Zyn

2023

custom typeface

Hangul Cards Set

2020


ARCHIVED

editorial

Whirlwind: A Study on the Power of Cultural Belief

2020

editorial

This American Life, Ep. 620:
To Be Real

2019


custom typeface

Clariona Regular

2019



HVR X HVR:  
Double Ranch Collab



agency:
fcb chicago

category:
brand identity, ART DIRECTION, packaging

published:
january 2024

recognition:
cannes lions | direct | bronze
the one show | product packaging | silver
the one show | brand partnerships | gold
clios | single platform | bronze
From resellers, to bots, to paying exorbitant secondary prices for a t-shirt, the world takes ‘hype culture’ way too seriously. Hidden Valley Ranch, on the other hand, is only serious about flavor.

To connect with the next generation of Hidden Valley Ranch consumers, we collaborated with the only other brand in the world as serious about flavor as we are. Us. Together with ourselves, we created the Hidden Valley Ranch Double Ranch with double the herbs, double the spices, and double the flavor. We even doubled the bottles to create an ‘X’, taking aim at hype culture.

As one the primary designers on the project, we created a design system created and a brand world that was inspired by the visuals of hype culture and Hidden Valley Ranch’s current assets.  The HVR X HVR wordmark playing off of the brand platform tagline in a kitschy way, paired with the typeface Cooper Light  perfectly exemplified the tone of the project.

(Rumor has it someone got a tattoo of the Double Ranch bottle... 





We launched our exclusive collab at the mecca of hype culture and brand collaborations, Complexcon. While other brands bought booths for their drops, we used a one-of-a-kind Snap lens to turn every booth into one of ours - subverting drop culture and connecting with a younger audience to prove that nothing out-hypes the serious flavor of Hidden Valley Ranch.

And the said tattoo... can be found in the Case Film below:


Case Film & Board




Some Behind The Scenes

team: 
Michele Morales, Megan Musgrave, Bryant Prince, Miles Jappa, Stacy Sinason

photography: 
Kate Cauffiel, Stephen Hamilton Productions

Videography:
MK Films

Hand Model:
Me!!!