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 highlights the meaning behind the "H" in H Mart while communicating freshness and quality. The refreshed identity broadens the brand's appeal beyond Asian shoppers while maintaining subtle Asian influences, creating an authentic, approachable, and memorable experience for a wider audience.