This essay is my final thesis from my Advanced Writing Course in the Interdisclipnary Medium. The paper delves into what makes a strong brand design when it comes to ethnic food products in America. How does using stereotypical imagery impact the brand? And how does this shape the perception of those cuisines and cultures which were once considered alien, but are now being co-opted into everyday meals? From kimchi, curry and sriracha to Trader José's and more!