POTLUCK is a conceptual burger brand inspired by the cultural spirit of communal eating—where diversity, modularity, and spontaneity come together in a single, joyful meal. The goal was to develop a brand identity system and packaging experience that would visually communicate the idea of “a taste of culture in every layer.” I designed a character-led brand system that translates the communal ritual of eating into visual identity, packaging, and motion. From character design to burger box, my role spanned visual identity development, packaging system design, and animated assets—all built around the central metaphor of food as culture, and culture as something shared, served, and savored.