Yumchi – Your Lively Sidekick

kimchi food design

Client: Yumchi | Market: UK | Services: Brand Identity, Packaging Design, Photography


Yumchi makes authentic Korean kimchi with a modern twist. Using a recipe that’s been in her family for three generations, founder Lily Hirasawa brings together her passions for fermented foods and mindful living to create this raw, organic and gut-friendly Asian side dish in London.

kimchi packaging design


Lily wanted a refined, stylish and confident brand that felt part of the artisan movement but wasn’t too ‘earthy’.  As kimchi is still a growing category in the UK, educating the consumer on the natural ingredients, fermentation and healthy benefits was important.

kimchi yumchi photo


For Yumchi’s brand identity and packaging we took inspiration from the product’s authenticity and Asian roots but brought it up to date with bold, simplistic design and modern, bright packaging (and a fun name!). We used subtle cues to communicate the organic nature of the product and its health benefits, including a smile-shaped logo and a pattern inspired by the good bacteria and ingredients. The concept is subtle but the design isn’t.

kimchi branding design


Yumchi has already started making waves in the kimchi and fermented foods category – and shortly after launch was taken on by Planet Organic.

“It’s been nothing short of an extraordinary experience working with the team at Kingdom and Sparrow. I am continually inspired their level of customer service, not to mention the outstanding work I’ve come away with. I am simply blown away by their creativity and talent.
I highly recommend this agency for their dedication to each project. Their unwavering commitment to excellence, regardless of how early on a new brand may be in its journey, is truly exceptional.”

Lily Hirasawa, Yumchi Founder

kimchi package branding
yumchi logo design