DOUBLE TIGER & SUNG'S KOREAN CHILI SAUCE

Bridging the gap between cultural tradition and Western modernity for a new company, Double Tiger Enterprises, and its debut product, Sung’s Korean Chili Sauce.

TYPE
Brand Identity, Packaging, Web Design

TIMEFRAME
6 months

ROLES
Research, Brand Strategy & Identity, Illustration

TOOLS USED
Illustrator, Photoshop, InDesign, Figma

The Ask

Sung’s Korean Chili Sauce is a unique gochujang-based sauce that gives a sweet and spicy kick to any food. Before they hit the market in 2021, Sung needed two brand identities that reflected his Korean-Canadian identity—for both Double Tiger Enterprises (parent company) and Sung’s Korean Chili Sauce.

Due to his birth in the year and month of the tiger, Sung’s mother used to tell him he was a “Double Tiger.” Sung knew from the get go that he wanted to include this motif in the brands somehow.

Design Challenge

How can we stand out in the sauce market against other Western and Asian hot sauces while paying homage to Sung’s Korean-Canadian experience?

My Solution

A cohesive pair of brand identities with robust collections of logomarks. With a blank canvas and big playground of visual inspiration to draw from, I led the branding, packaging, and web design for Sung’s Korean Chili Sauce and Double Tiger Enterprises. The contemporary take on traditional Korean tiger illustrations became the catalyst for the rest of the visual identity.

The origins of the SKCS production process—homemade, small batch, one-man operation—naturally led us to a rustic and artisanal feel with hints of modern flair. Using subtle visual details, the two brands were connected through double lightning bolts—mirroring the tigers, and leaning into the bold and badass nature of the sauce-maker himself.