OMSOM

Overview Omsom is the Asian pantry brand that refuses to be quiet. Founded in New York in 2020 by sisters Vanessa and Kim Pham, daughters of Vietnamese refugees, it launched rip-and-pour “starters” developed with iconic Asian American chefs and sold out its first run in 72 hours. The range grew into Cooking Sauces and four-minute Saucy Noodles, reached more than 2,000 stores including Whole Foods, Target and Sprouts, and joined the DayDayCook family in June 2024. With the brand now retail-first, Omsom no longer needed a full direct-to-consumer store. It needed a home online that loads instantly, keeps the voice intact and sends people to the nearest shelf. Huettun Labs provided brand consultancy and designed the current one-page omsom.com.

The challenge Replacing a six-year-old e-commerce site with a single page is a brand decision as much as a design one. The page had to carry one of the most distinctive CPG identities of the decade, fire orange and acid yellow with stretched, steam-like type, in a fraction of the space. It had to answer three questions in one scroll: what is Omsom, why should I trust it, and where do I buy it. And it had to be something the DayDayCook brand team could update themselves, without a developer, as retailers and press changed.

Brand consultancy (Huettun Labs) Editing the story down. We helped the team decide what survives the move from store to brand page: the proud + loud positioning, the two product lines, the retail footprint, the press, the name and the founders. Everything else went. Name as brand asset. The “om sóm” definition, a Vietnamese phrase for noisy, rambunctious and riotous, “most often used by parents (hint: ours) to scold unruly, raucous children in the back of the car”, became the emotional centre of the page. Founders’ story in the present tense. A short founders paragraph that honours Vanessa and Kim Pham’s origin story while fitting the brand’s new ownership. Voice guidance. Headline casing, the “+” convention (“PROUD + LOUD”, “Saucy Noodles + Cooking Sauces”) and the fire emoji as a brand mark, so the page sounds like Omsom’s packaging and social feed.

UI and UX design (Huettun Labs) One scroll, one job. Hero, product banners, retailer strip, press, name story, founders, contact. No navigation to get lost in. Hero. “PROUD + LOUD ASIAN FLAVORS” over the subline “Damn delicious Saucy Noodles + Cooking Sauces, crafted by iconic Asian American chefs” with the fire emoji, set in the brand’s display type at poster scale. Product banners. Two bold panels, “RIP-AND-POUR COOKING SAUCES” and “SAUCY NOODLES IN 4 MINUTES”, each explaining the format in a single line of type and a single hero shot. Where to buy. A “YOU CAN FIND OMSOM IN STORES NATIONWIDE” retailer logo strip, ending in “+ MORE...”, that does the job a store locator used to do for a retail-first brand. Social proof. Four press pull quotes from CNN Underscored, The Wall Street Journal, Food & Wine and Bon Appétit, each linking to the original review, under an “AS SEEN IN” heading. Name story and founders. The “OM SÓM” definition and “omsom owns this rowdy spirit proudly” as a typographic moment, followed by the founders’ paragraph. Contact. “SAY HI!” with the Instagram handle and sales email, so retail buyers and fans both have a direct line. Visual system. The brand’s orange-red, acid yellow, pink and mint palette, custom display typography and product photography, laid out on a mobile-first single column that holds at desktop widths.

Website build (Huettun Labs) Platform. Canva Websites, chosen so the brand team can edit copy, swap retailer logos and add press in minutes with no developer in the loop. Performance. A single page served from a global edge over HTTPS with HTTP/3, with self-hosted fonts and optimised imagery, so it loads instantly on a phone in a supermarket aisle. Security. HTTPS with HSTS, a content security policy and clickjacking protection, inherited from the platform. Zero maintenance. No plugins, apps, theme updates or hosting to manage, and no checkout or customer data to protect, which fits a brand that now sells through retailers.

Results A brand home that reads in one scroll and loads in a blink, replacing a full e-commerce site the brand no longer needed. Every question a shopper or buyer arrives with, answered in order: what it is, who vouches for it, where to get it, who made it. A page the DayDayCook team can keep current without a development budget.

Services delivered by Huettun Labs Brand consultancy · Content strategy and editing · Digital brand expression · UI/UX design · Landing page design · Typography and art direction · Canva Websites build

Technology Canva Websites · Cloudflare edge · HTTPS and HSTS