Project Overview
H Mart began in the 1980’s with the name“Hanareum”, as a small local grocer in Queens, New York. By the 2020’s, it had grown into the most popular and well known grocery chain for Korean groceries, and Asian groceries in general. It has not only become an important facet of life for Koreans and asians living in the US, but introduces asian food products to non-asian consumers who are growing increasingly interested in Korean cuisine.
However, H Mart’s branding remains stuck in the past, and fails to reflect its current status as America’s most prominent Asian grocer. It was ripe for a rebrand. I imagined a new logo and visual identity inspired by the symbols on the Korean flag,and window patterns traditionally found on Asian architecture. The logo forms an “H” within the negative shape. The result is a brand that reflects its Asian heritage, while making it modern and relevant to the mainstream American consumer.
