jia you chili oil

Jia You is an artisanal chili oil made in small batches in San Diego, California. Jia You’s mission is to share their family’s unique chili oil and love of connection over food with others.

Their target audience is

• Individuals who enjoy Chinese food and want to elevate their cooking in an easy way

• Chinese-American millennials who want to recreate homemade flavors from their childhood

In this branding project, we collaborated to create a brand that feels artisanal, intimate, and high-quality, with the goal of invoking a sense of nostalgia and familiarity with Jia You’s audience.