Carpenter Collective Reimagines Born with Seoul’s Brand Identity with a Modern Korean Twist

Born with Seoul came to us at Carpenter Collective in need of a rebrand as the competitive landscape increased. Born with a love and passion for traditional Korean fare, husband-and-wife team, Angela Hong and Nick Crofoot created Born with Seoul to fill a niche in the market at the time. Angela inherited her love of cooking from her mother, who emigrated from Korea to Kansas City when Angela was two. With her mother’s approval, Angela adapted her mother’s recipes with a healthy twist to accommodate for their gluten-sensitive daughter. Carpenter Collective was thrilled to help create an identity that captured the soul of these traditional Korean staples. Our client spoke at length about how inspiring her mother was in life and to her culinary journey. This bold, courageous and unforgettable