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How The Collected Works brought a mother's sesame oil to the American countertop
The Collected Works successfully transformed a family recipe for sesame oil into a brand that evokes nostalgia and warmth, emphasizing a personal connection over commerciality. By focusing on a minimalist design and a name that carries familial significance, the brand strategy effectively positions Sooki as a cherished item on American countertops, akin to a family photograph.
Mindsparkle: Behind the scenes The Collected Works DATE May 04, 2026 EDITOR Mindsparkle Mag How The Collected Works brought a mother's sesame oil to the American countertop When Hannah Choi decided to bottle her mother's sesame oil recipe, she didn't want it to feel like a product. She wanted it to feel like a memory.
The Collected Works built the brand identity around exactly that idea — turning Sooki, named after Hannah's mother's childhood nickname So-Ok, into something that earns a place on your countertop the way a family photograph earns a place on a wall.The brand identity leans into hand-drawn illustration and warm typographic choices that feel earned rather than engineered. Characters move through the system — loose, expressive, grounded in Korean visual culture — giving the brand a warmth that photography alone cannot carry.
The name Sooki itself does quiet work: soft in the mouth, familiar in feeling, carrying decades of family history in four letters.On packaging, every decision pushes toward restraint. The label does not compete for attention. It holds its ground quietly — the way a good sesame oil should. Present without being loud. Confident without being cold. The design trusts the product enough to step back.Joseph Choi remembers the moment in their Los Angeles backyard when they knew the oil was ready. The sun was warm. The bottle was golden.
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The article highlights a unique brand strategy that combines personal storytelling with minimalist design, making it significant for brand professionals while also providing actionable insights.