+ VISUAL IDENTITY
+ PACKAGING
+ ART DIRECTION
+ ILLUSTRATION

The Lee family is deeply rooted in their faith and a profound love for excellent food. Migrating from Singapore in the 1990s, Pastor and Mrs. Lee have kept their Singaporean heritage alive through their specialty dishes like jook (Chinese word for "porridge") and Hainan Chicken Rice. Together, the couple have traditionally shown their affection for family and friends by cooking delightful meals, particularly perfecting their jook recipe, which has become well-loved within the local community. Driven by a wish to share a staple of their family meals, they've opened a pop-up shop, offering the community a taste of their home-cooked comfort food.

The name "Jooks On You" is a playful twist on the phrase "Jokes On You," capturing the Lee Family's lightheartedness and tight-knit bond. This sense of fun is mirrored in their branding, which features dynamic and eccentric illustrations, vibrant colors, and whimsical typography, all designed to reflect the family's playful spirit.