Many brands have been launched and shaped by my hands:
Orgain, an organic plant-based nutrition brand founded by a cancer-surviving physician and now part of Nestlé Health Science
Tom’s of Maine, the leading natural oral care brand by Colgate in the U.S.
Novalac, a specialized formula brand available in French pharmacies
Serotamin, Mitotamin, and SleeB, health products developed by Dr. Lee Si-Hyung, a renowned psychiatrist in Korea
Descente Sports Foundation by global sports apparel brand Descente
Korea’s 10th professional baseball team
For many of these brands, I played a leading role, not only in strategy and design development but also in driving sales and growth.
Brand-building isn’t just about creating something visually compelling—it’s about connecting complex elements. Insight, contextual thinking, leadership, and responsibility are essential in brand building, ensuring that a brand grows beyond its initial launch.
A brand leader’s perspective—someone who has been accountable for a brand’s survival and growth—differs fundamentally from that of marketing, design, or creative leaders who haven’t held this responsibility. The distinction is like that between a parent and a teacher; the depth of commitment is incomparable.
A true brand leader sets and executes strategies that ensure a brand’s continued survival and growth. The market and competitors may constantly shift, but ultimately, a brand’s resilience depends on a clear, unchanging sense of its own identity.
Defining and cultivating each brand to be true to itself and resilient over time—this is the core philosophy behind how I build and grow brands.
I’m Inkou Lee, Brand Strategist and Branding Leader.