The Collected Works Develops Sooki Sesame Oil as a Premium Korean Brand Elevating Category Perception in the U S Market

Reimagining sesame oil for the U.S. market (Sooki Sesame Oil brand identity + packaging) Sooki set out to introduce a premium Korean sesame oil to a U.S. market where the category is largely commoditized and, honestly, pretty misunderstood. For most people, sesame oil just lives in the background — a quick finishing drizzle rather than a star ingredient. Joseph and Hannah Choi, founders of Sooki Foods, describe their oil as “small-batch Korean sesame oil, roasted with whole seeds low and slow in