Bokksu
Snack Box

About: A premium subscription box featuring curated Japanese treats

Role: VP, Creative & Brand / Creative Director — Led brand development, campaign ideation, and asset approval, ensuring alignment with customer personas and market positioning.

In-House Team: Managed a cross-functional team of ~15 creatives, including photographers, copywriters, digital producers, art directors, illustrators, and animators

Based on years of data, user-interviews, and internal creative vision, a 100+ page guide was crafted in-house that outlined core values, visual styles, and brand voice/tone.

Brand Systems &
Guidelines Development

Monthly Theme Launches

From flavors pairings and festivals, to prefectures and holidays, each month subscribers receive a new curation of treats.

Monthly ‘Culture Guide’ Booklet

Non In-House
Lifestyle Photoshoot

Creative Direction: Michael Mierzejwski

Studio: Holl & Artists

Photographer: Chelsie Craig

Props & Wardrobe: Julie Dumas Rose

Additional Support: Namiko Kajiwara, Tom Cinko, Roniann Mears, Paige Stillwell, Caroline Tribe, Lindsay Jones

Email Designs

Organic Social Content

Launched and grew accounts to over 250K followers by focusing on engaging, educational, and surprising content. Collaborated with Tokyo-based creators to bring authentic stories of Japan to millions of viewers worldwide.

Paid Social Content

Focusing on data-driven iteration and strong brand value messaging, Bokksu consistently ran multiple Meta campaigns that highlighted the product itself—through value messaging, UGC from platforms like Billo, and social proofing appraoches.

ADA-compliant and user-friendly, the design highlights stunning photography and brand values. This premium, authentic experience boosted conversions over the previous version.

Website Design

Limited Edition Boxes & Promotions

Each year, Bokksu would launch a few limited drops of collectible custom designed boxes or Japan-exclusive items.

Press and Customer Reviews

With over 30,000 5-star reviews and a successful $22M Series A fundraising round, Bokksu has also been prominently featured in media outlets including NYT Wirecutter and Bon Appétit.