Potluck’s products are crafted in small batches in South Korea using traditional methods with cotton cloths, ceramic pots, and iron cauldrons. This practice aims to revive traditional flavors that have been diluted over time due to mass production.
In order to connect Potluck with both those who have cherished these flavors for generations and those experiencing them for the first time, we sought an identity that pays homage to tradition while also welcoming newcomers to the table.
We began by embracing that Korean cuisine is not defined by any one thing—it is a rich tapestry of texture, dimension, and flavor. Drawing inspiration from bojagi, Korean traditional wrapping cloths typically crafted from a variety of materials. The patchwork construction transforms simple fabric squares into beautiful, varied, and complex compositions.
The resulting identity embodies the essence of its name—a gathering—of ingredients, dishes, and people, creating a unique and more flavorful whole. This “1+1=3” mentality encourages mixing and matching, infusing the brand with a sense of spontaneity and play that is also the act of cooking at its best.
Regrets Only
Caleb Halter, Ariana Gupta, Laurel Warner, Erik Waxdal, Joyce Ho, Ryan O’Connor
Potluck
Jen Arsenault
Web development by Camp Quiet
Photography by Tony Luong
Photo styling by Madison Trapkin
Illustrations by Maggie Cowles and Naomi Otsu
Scope of Work:
Brand Identity
Motion
Packaging
Web Design
Tagline
Next
Caleb Halter, Ariana Gupta, Laurel Warner, Erik Waxdal, Joyce Ho, Ryan O’Connor
Potluck
Jen Arsenault
Web development by Camp Quiet
Photography by Tony Luong
Photo styling by Madison Trapkin
Illustrations by Maggie Cowles and Naomi Otsu
Scope of Work:
Brand Identity
Motion
Packaging
Web Design
Tagline
Next