Jenny SeoYoon Kim



SELECTED

Personal

Menus & Cookbooks

2021-2024

Branding & Packaging

HVR X HVR: Double Ranch Collab

2024

Branding

Chicago Public Library Foundation

2022

Upon Request

Liga MX

2023

Branding & Packaging

Makers Market

2022

Exhibition Poster 

‘A Few of My Favorite Things’ Exhibition

2023

Upon Request

Zyn

2023

Upon Request

Amazon Prime Day

2022

Typeface

Hangul Cards Set

2020



ARCHIVED

Personal

Nest Eggs

?–2024

Editorial

Whirlwind: A Study on the Power of Cultural Belief

2020

Editorial

This American Life, Ep. 620:
To Be Real

2019


Typeface

Clariona Regular

2019


CONTACT
Email

jennysykim1215@gmail.com

Instagram @jennysykim.work



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.

The design system created 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.

Watch the Case Film here.


RECOGNITION:
The One Show |  Product Packaging | Silver | 2024
The One Show | Brand Partnerships | Gold | 2024
Clios |  Single Platform | Bronze | 2024

CREDIT:

Designed with Michele Morales, Megan Musgrave / CD: Bryant Prince, Miles Jappa / Lead Producer: Stacy Sinason / Photographer: Kate Cauffiel, Stephen Hamilton Productions / Videographer: MK Films / Hand Model: Me!!!





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.