Koi Koi
Asian Street Food Made Quick!
We worked closely with the founding team to develop Koi Koi, a fresh, playful take on pan-Asian cuisine that would resonate with modern diners seeking a lively and eclectic experience.
Brand Positioning
Launch
IPs and Campaigns
Naming Inspiration
The name "Koi Koi" was drawn from a Japanese card game, where the phrase koi koi means "come on," used when a player chooses to continue playing. This name perfectly encapsulates the brandʼs playful, engaging spirit, encouraging guests to embrace the fun of discovery and return for more.
Visual Identity Design
Inspired by the colorful heritage of Asia, Koi Koiʼs visual identity took a funky, offbeat approach. Refraining from the typical design cues such as red, lanterns, or traditional scripts, we chose a vibrant mix of colors to reflect the playful and diverse nature of the brand. The visual identity evokes a sense of adventure, mirroring the eclectic blend of Asian influences in the menu.
Guest Experience Touchpoints
We ensured that Koi Koiʼs brand language translated effortlessly across various brand touchpoints. Whether through the menu, chopstick covers, or take-away packaging, the vibrant visuals, mixed colors, and funky illustrations served as a cohesive narrative that tied the entire brand together, offering a memorable and immersive experience for customers.
