Mokja! Is a meal-kit concept specializing in curating and providing ready-to-cook authentic Korean meals in their homes. In the same vein as popular meal kit services like HelloFresh, Blue Apron, and HomeChef, Mokja! aims to educate and empower people who want to learn or cook Korean cuisine.
Mokja! aims to forge a unique brand identity that distinguishes it from competitors as the organization scales up. With this fresh identity, they envision entering a new phase of their journey, intensifying marketing efforts, boosting engagement on social media, and thus boosting their subscriptions. To do this, they need to effectively convey their distinctive and valuable offerings to the target audience, highlighting their rarity as one of the few in the industry specializing in Korean cuisine.
Mokja! understands their audience well. Gen-Z and Millennials are the core audience. The goal was to create a tone that speaks to this demographic and catches their attention in the sea of media that they’ve become inundated with. The tone should be fun and vibrant yet trustworthy and transparent.
Designed to evoke the exhilaration preceding a delectable meal, the logo encapsulates the essence of excitement, resonating with our audience's anticipation for a delightful dining experience at their doorstep. Sometimes adding simple puncuation can go a long way!
To get around some of the budget limitations around photography, we were able to pull together a visual direction that borrowed from collage design. By doing this, we were able to pull off playful and eye-catching elements while touching on the theme of delivering this unique experience through food.
Using these assets, our aim was to convey a message of an elevated experience, encouraging individuals to embrace the adventure of trying a new cuisine and discovering the rich variety within Korean culinary traditions. This results in visually captivating scenes that blend dreamlike elements with bold and almost audacious messaging
Overall, this resulted an increased brand awareness bringing in remarkably lower bounce rates at 39.8% and increased conversion rates hovering above 10%.
