Cookat

BI Strategy and Design

Cookat
Brand Identity Renewal

Industry
F&B Commerce Platform, Social Media, Retail Business

Project Scope
Brand Strategy, Verbal Identity, Brand Architecture,
Brand Identity Design, Application Design

cookat is a brand that has garnered customer love through introducing food with unique media content and an online/offline home meal replacement (HMR) platform not previously available. Through diversification such as expanding into private label brands and new businesses, cookat aims to establish a new brand identity as a food lifestyle platform that provides various types of food-related experiences and enjoyment, moving away from the limited image of traditional food sales.

We have realigned and visualized cookat's brand identity hierarchy to align with the business direction of cookat. Additionally, we have defined a brand slogan and design system that align with the strategic direction of the business.

Approach 01

We have restructured the hierarchy of each logo design according to Cucat's brand structure. In combination logos with the cat symbol, we addressed the issue where the wordmark appeared smaller due to the size of the symbol. We also added more distinctiveness to the wordmark itself. For the product brand Cucatmate, we emphasized individuality further in its design. We removed the cat motif from the symbol specification and regulated it to be used only as one of the design assets. This adjustment helps reduce the inconvenience of logo usage and minimizes misunderstandings as a pet brand.

Approach 02

cookat needed a new identity in line with the expansion of the target class and diversification of the business. Therefore, the meaning of delicious food and various moments was visualized by different font styles in 'cook' and 'at'.

Approach 03

cookat market, an online and offline platform operated by cookat, remained recognized as a simple food sales platform, requiring the establishment of a new brand identity and brand architecture unique to cookat market. The online platform unified the brand notation of cookat market into cookat, serving not only as a product seller but also as a platform that provides comprehensive content experience, and organized the brand architecture so that offline stores can operate as flagship stores.

Approach 04

Based on cookat's unique experience and technology,
we designed cookcat made's B.I., a PB brand that considers consumer needs.

Cookat Brand Identity Renewal

Year: 2021
Client: Cookat inc.

Cookat
Project Lead: Jo mikyung
Project Management: Kim aerang, Jo hyemin

Case-creative
Creative Direction: Joo wonsik
Brand Strategy: Joo wonsik
BI System Design: Joo wonsik, Lim kwangmyung
Design Application: Lim kwangmyung
Photography: Cookat, Jeon karam