Expanding a Flavor-Packed Visual System

Client: Umamicart
Freelance Project
Year: 2021

Team
Creative Designer: Laura
Creative Designer: Cheryl Li

Umamicart, an online Asian grocery store known for its fun, energetic brand, approached us to expand their visual identity through a broader system of icons and stickers—assets that could reflect the diversity of their grocery offerings while staying true to their bold, lively aesthetic. We delivered a suite of flexible, flavorful sticker-style assets ready to live across their website, social media, and marketing channels—adding spice, charm, and character to every touchpoint.

Inspired by the joy of discovery and the communal nature of food, we reimagined the Umamicart logo as a playful pair of chopsticks, each holding a rotating icon to represent a different grocery category. This modular system offered a dynamic way to showcase their ever-growing product range—from pantry staples to fresh produce—while reinforcing their identity in a fun, memorable way.

To further elevate their social presence, we developed a set of bold, texture-rich patterns inspired by the forms and motions of beloved Asian foods—like the marbling of salmon, the swirl of ramen, and the layering of sushi. Combined with vivid gradients from their existing palette, these textures created a vibrant visual toolkit that’s campaign-ready and unmistakably Umamicart.

Cheryl Li

Orangetheory ¹ Virgin Experience Gifts (Ongoing) ² Capital Connect by J.P. Morgan³ FlowFi⁴ Double Down⁵ Umamicart⁶ Goodhood⁷ Playground Info

Orangetheory ¹
Virgin Experience Gifts (Ongoing) ²
Capital Connect by J.P. Morgan³
FlowFi⁴
Double Down⁵
Umamicart⁶
Goodhood⁷

Playground
Info