Ruzana Kamsul
Brand Designer | Visual Identity, Art Direction & Branding
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Hot Noonchi's Brand Identity and Visual Language
Short overview
Hot Noonchi is a playful Korean comfort food brand concept built around warmth, familiarity, and a slightly cheeky personality.
I developed the brand identity as a complete visual system — combining expressive typography, a warm food-inspired colour palette, mascot elements, supporting graphics, packaging, and environmental applications to create a brand that feels memorable, approachable, and full of character.
The challenge
The goal was to create a Korean food identity that felt playful and contemporary without relying too heavily on predictable K-food visual clichés. I wanted the brand to feel comforting and casual, while still having enough structure to remain recognizable across packaging, signage, apparel, and promotional materials.
Creative direction
The visual direction balances bold, rounded typography with warm reds, charcoal, cream, and toasted neutral tones inspired by Korean comfort food.
Supporting illustrations, stamps, checkerboard details, and mascot characters add personality while giving the identity a flexible graphic language that can expand across different touchpoints.
My role : Brand Designer · Visual Identity · Art Direction · Packaging Design
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Loving Animal Clinic — Social Media Content & Visual Direction
I developed and managed social media content for Loving Animal Clinic across Instagram, Facebook, and TikTok, with the goal of increasing brand awareness while making pet-care information more accessible and engaging.
The visual direction uses a soft turquoise-based palette with playful layouts, pet imagery, illustration, and educational graphics to keep the clinic approachable while maintaining consistency across different types of content. Posts ranged from pet-care tips and veterinary education to seasonal campaigns, adoption awareness, and general brand communication.
Alongside visual design, I also helped shape the content approach so that each post served a clear purpose — whether educating pet owners, building trust, increasing reach, or strengthening the clinic’s online presence.
My role: Social Media Designer · Content Creator · Visual Direction
Skills: Social Media Design, Content Strategy, Brand Consistency, Educational Graphics, Illustration, Instagram Content
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Moon’s Brew — Whimsical Beverage Brand & Mascot System
A whimsical beverage branding concept centred around a magical black-cat mascot. I developed the mascot as part of the brand’s storytelling system, adapting the character with different ingredients, flavours, and visual elements so each product can feel distinct while remaining recognisably part of the same world.
My role: Brand Designer · Visual Identity · Illustration Direction
Skills: Mascot Design, Brand Storytelling, Packaging Concepts, Illustration, Visual Systems
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Welcome to Malaysia — K-Pop Fan Poster
A promotional fan poster created around a bold, grungy editorial direction, combining cut-out imagery, distressed textures, handwritten typography, and pixel-inspired elements. The goal was to create something energetic and expressive while balancing multiple subjects within one cohesive composition.
My role: Graphic Designer · Art Direction
Skills: Poster Design, Editorial Layout, Photo Compositing, Typography, Visual Direction
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