We had to wrap the identity & communication strategy around these notions. It had to have a universal appeal, both in image & in words. We knew there was a common ground that brings people together - humour, fun, playfulness, comedy. Those became the pillars of the brand. We decided on only one visual element of the brand - the color purple. Other elements of the identity - texture, typography, illustration, photography, tone of voice - we’re all slowly cultivated over the span of Kucha’s first two years through never ending experimentation. It was a evolutionary approach to branding, where the brand was first let loose like a young child, trying many things and making many mistakes. This allowed the brand to grow together with the start-ups owners.

On social media, the initial strategy was even more adolescent and unhinged. Blurred lines of language, poetic and often surreal copywriting, hi-end imagery of tasty food and punk-like illustrations garnered a cult following in a very short time-span. But as attention grew, the brand faced responsibility and had to grow up. Adding educational value to it’s social posts was the next step. Those were linked to the longer blog articles where the broader issues of the food industry were explained in a fresh, more humane way. Long live Kucha.