Sooki Sesame Oil

Sooki set out to introduce a premium Korean sesame oil to the U.S. market, where the category is largely commoditized and often misunderstood. For many, sesame oil lives in the background, a quick finishing drizzle rather than a star ingredient. The challenge was to shift that perception, bringing forward its nuance, versatility, and cultural depth while honoring its Korean roots and making it feel fresh, accessible, and relevant to a broader audience.

We built a brand that gives sesame oil a well-earned promotion. Grounded in Sooki’s family story and traditional production methods, the identity balances heritage with modern expression through thoughtful character work, refined design, and a warm, approachable tone. The result positions Sooki as both culturally authentic and creatively versatile, transforming it from a supporting player into a premium, display-worthy staple that earns a permanent spot on the counter, not just a cameo at the end of a dish.