Uppereast makes plant-based foods with authentic ingredients from East Asia, all from the Upper East Side in NYC. They approached us to launch the brand from zero to one, including branding, packaging, web design, art direction, and photography. The brand system is a funky mix of both New York and East Asian, with typography and colors that toe the line between both sides of the world. The core mark is the backbone of the identity, with the words “Upper East” in the upper right corner—the mark can expand and contract modularly for any size packaging. We will continue to work with Uppereast as they launch new products nationwide this year.