H-mart — Dynamic Brand Identity

Rebranding of the number one asian grocery store chain in the United States. 

Problem: Consumers perceive H-mart as a grocery store primarily for asian shoppers, and its brand does not clearly communicate relevance or differentiation to a broader, non asian audience. 

Solution: Reposition H Mart with a welcoming, homey, and distinctive brand identity that communicates freshness and quality while broadening its appeal beyond Asian shoppers. The refreshed identity maintains subtle Asian influences, making the brand feel authentic, approachable, and relevant to a wider audience.