Herb, Spice, and Everything Nice
Client:
Scope of Work:
Brand Identity, Brand Strategy, Logo Design, Brand Style Guide, Visual and Textual Language, Packaging Design, Digital
and Physical Presence, Environmental Graphics, Social Media Strategy.
The word ‘Kuku’ itself is a traditional Persian dish dating back to 16th century Persia, favored by Safavid royals to families today in Tehran. KUKU believes that everyone can have easy access to the unique flavors that Persian cuisine has to offer. KUKU wants to highlight Persia’s rich culture and history in a playful and approachable way, hence appearing youthful and friendly to the community is the main goal.
As the brand connects with Persian history by portraying traditional paintings from the Safavid empire–when the Kuku dish first originated–the theme of birds and flowers prominently appears in traditional Persian art during the era. The birds and flowers can be used as inspiration for the brand’s consistent attributes. When pronounced, Kuku also sounds like a bird chime, and it also happens to be the name of a type of bird called “Cuckoo” which is also known as a symbol of freedom and wittiness.
The bird perching on the mascot’s hand is derived from the wordplay of the brand’s name. The pattern is a modernized take on traditional Persian paintings and tazhib which often includes ornate shapes, birds, and flowers as its main subject. The pattern consists of simplified and chunky-looking objects to create a modern and pop appearance.
Persian culture is all about warm hospitality and generosity. These values must be communicated through the brand by ensuring that the brand remains highly approachable and inviting. We also strive to build a connection by presenting a modern and youthful energy through a quirky and dynamic aesthetic that's fitting of the restaurant's diverse community, which can allow the brand to connect with locals and build loyalty
With a mission to grant everyone easy access to the distinct culinary journey of Persian cuisine, we strived to represent Kuku Cafe in a style that resonates with its exceptional vision, through the power of visual identity which still embody KUKU's commitment to preserving its cultural roots while embracing modernity.
As the brand connects with Persian history by portraying traditional paintings from the Safavid empire–when the Kuku dish first originated–the theme of birds and flowers prominently appears in traditional Persian art during the era. The birds and flowers can be used as inspiration for the brand’s consistent attributes. When pronounced, Kuku also sounds like a bird chime, and it also happens to be the name of a type of bird called “Cuckoo” which is also known as a symbol of freedom and wittiness.
The bird perching on the mascot’s hand is derived from the wordplay of the brand’s name. The pattern is a modernized take on traditional Persian paintings and tazhib which often includes ornate shapes, birds, and flowers as its main subject. The pattern consists of simplified and chunky-looking objects to create a modern and pop appearance.
