Jooks on You

The Lees are guided by two passions: faith and fantastic food. After moving from Singapore in the 1990s, Pastor and Mrs. Lee kept their heritage alive by perfecting beloved dishes like jook (rice porridge) and Hainanese chicken rice. Their kitchen became the heart of every gathering, where friends and neighbors fell in love with the couple’s signature jook. Eager to share that taste of home, they launched a pop-up serving their favorite comfort foods to the wider community.

“Jooks On You” riffs on the phrase “jokes on you,” nodding to the family’s playful spirit and tight-knit bond. That lightheartedness is woven into the brand’s design approach, where whimsy and humor take center stage. Lively illustrations with doodle-like character bring bowls of jook and ingredients to life, emulating the warmth of the Lees’ kitchen and the cheer of shared laughter. Bold, vibrant colors energize the identity while playful typography adds movement and personality, giving the brand a dynamic, conversational feel.

Together, these elements transform Jooks On You into more than a pop-up, it becomes an experience. The brand identity mirrors the Lees themselves: joyful, hospitable, and full of flavor. Guests don’t just come for a comforting bowl of jook; they come to share in a story, a laugh, and a sense of belonging.