Yujin Lee Strategic Designer
Creatively seeking to build meaningful experiences through imaginative and subtly unexpected elements. 

Education | University of Southern California, BFA Design + Consumer Behavior Marketing, Dec 2025
Email | yhlee@usc.edu
Instagram | @yujin___work

08 HARU CAKE

BRAND + PACKAGING

BRAND + PACKAGING
WINTER 2023 Many young cafe lovers resonate with Haru Cake, a bakery cafe based in Koreatown, LA for their Pinterest-worthy drinks and desserts. These playing cards have been designed to function as an extension of the brand, showcasing and informing their specialty cake menu items. 

The packaging is a miniature sized cake box, similar to the ones many Korean cakes are found in, accompanied by a branded sticker set.





Conceptualizing the card deck as a cake box came from traditional cake packaging in Korean bakeries. Referencing cafes like Tous Les Jours and Paris Baguette that showcase their desserts in a square box with handles on top, similar features were adopted.


A frame of hand drawn illustrations are featured on the backside of each card (apron, refrigerator, milk, birthday candle, etc.).

This artwork was developed considering the branding as a whole, with deliberate choices made to promote the cafe’s playful and soft mood Though applied on the cards, the hand drawn art can be adapted to fit other scenarios for the brand.

---

INDEX  NEXT

Last updated: Dec. 5 2025