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.