To expand MMclay’s audience and connect with a mission-driven local food producer, I led the creative production and launch rollout for a collaboration with Queens, a Korean-American fermentation company known for sustainable sourcing, traditional methods, and partnerships with Northern California farmers. The collaboration brought together handmade ceramics and Queens’ process-driven pantry staples to celebrate shared values around locality, craft, and cultural storytelling.
The limited run sold out within five hours of launch.
With minimal budget, we needed to create a launch that felt true to both brands. The project required bridging two distinct but complementary audiences — design-forward ceramics customers and food enthusiasts who value sustainability, heritage, and small-batch production. We needed to generate excitement without overproducing assets, while keeping the collaboration authentic and grounded in each brand’s identity.
I managed the collaboration from a creative and marketing standpoint, coordinating cross-brand communication and designing the visual assets for the launch. I developed messaging that connected MMclay’s handmade process with Queens’ tradition-rooted, locally sourced approach to food, emphasizing shared values around craftsmanship and community.