Kucha, home for semi-responsible hedonists
Kucha / Kucha
Kucha is a plant-based bistro & delicatessen with it’s own line of products. We got to work on the brand from it’s earliest inception, before even a name or location was settled on. The brand was set to be as much part of the product, as their buckwheat sausages or chickpea cheeses. Part of the creative challenge was the awareness that the veganism is highly stigmatised and still a target of many misconceptions. Coincidentally, Kucha did not wish to target vegans, but everyone. “It’s food, you either like it or you don’t.” And of course, the final challenge was how to communicate the relationship between the environmental crisis and the food industry in a clear and approachable way, but without ruining everyones appetite?
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.