Bokksu
Snack Box
About: A premium subscription box featuring curated Japanese treats
Role: VP, Creative & Brand / Creative Director — Led brand development and ensured strategic 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
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Sunny Okinawa
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Luminous Tokyo
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Cha Cha Tea Time
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Full Moon Rising
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Hokkaido Holiday
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.