Queue Magazine

Editorial, Typography, Illustration, Photography

Queue Magazine is a publication that reimagines the act of waiting in line, turning it from a tedious necessity into a meaningful experience. It delves into the history, cultural relevance, and even the future of queues, exploring how these shared moments shape our interactions and perspectives. Queue Magazine presents stories, artifacts, and visuals that bring the act of waiting to life. With Queue Magazine as your guide, waiting becomes more than just standing still—it becomes an adventure.

Chinatown Ice Cream Factory

Packaging, Typography, Illustration, Photography

Chinatown Ice Cream Factory is an iconic ice cream shop that seamlessly blends Chinese heritage with American tradition. Known for its authentic, Asian-inspired flavors, it has been a beloved cultural landmark in NYC's Chinatown for over four decades. For this project, I rebranded the shop by creating a new logo, mascot, and typographic style, all designed to enhance and modernize its unique brand identity.

XOXOPackaging, Typography, Illustration, Photography

XOXO is a hot sauce brand designed to bring a touch of romance to the table. At XOXO, we craft hot sauces as tokens of love, perfect for gifting, sharing, and savoring. The packaging captures the passion and playfulness of the concept, offering an alternative to fleeting gifts like flowers or chocolates. With bold typography, vibrant colors, and charming illustrations, XOXO celebrates the heat that lingers—making it a perfect choice for romantics, food lovers, and anyone who appreciates the spice of life.

Off Screen On Life

Campaign, Typography, Illustration

Off Screen On Life is a campaign designed to raise awareness about reducing screen time and being more present in life. I created a series of informative posters suggesting activities to do instead of being on screens, emphasizing their benefits for mental and physical health. In addition to the posters, billboards and screen ads were produced to reach a larger audience. Serif typography and hand-cut paper texture illustrations were used to convey genuineness and sincerity in the message.

CrystalPackaging

Off Screen On Life is a campaign designed to raise awareness about reducing screen time and being more present in life. I created a series of informative posters suggesting activities to do instead of being on screens, emphasizing their benefits for mental and physical health. In addition to the posters, billboards and screen ads were produced to reach a larger audience. Serif typography and hand-cut paper texture illustrations were used to convey genuineness and sincerity in the message.

I Cook When I Need Therapy

Editorial, Typography, Illustration

I Cook When I Need Therapy is a recipe zine that celebrates cooking as a therapeutic and calming ritual. Featuring personal recipes that bring me peace, it highlights the transformative power of the kitchen as a space for mindfulness and self-care. The project includes a complementary poster series and a collection of wellness-inspired items—such as hand towels, mugs, tote bags, journals, and candles—designed to extend the comforting experience beyond the pages of the zine. It’s perfect for anyone who finds solace in the simple, rewarding act of cooking.

Sooyoung Yang

Illustration

Photography