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KOKO
Company Background
Founded by former chemical engineer Afet Kaya, this chocolate company was born out of a personal pursuit for dairy-free chocolate that didn’t compromise on flavor. Inspired by her Turkish roots, Afet used her scientific training to develop a healthier, plant-based chocolate alternative that balances indulgence with well-being.
Challenge
Capturing Afet’s scientific curiosity and cultural roots required a thoughtful, unconventional approach. The brand needed to stand out in a saturated market while feeling handmade, approachable, and unique—something that would resonate with an audience drawn to design and storytelling.
Goal
Elevate the everyday chocolate experience into something truly memorable that's good for the planet as well as the consumer.
Target Audience
Design-conscious creatives of all disciplines who seek out quality, craftsmanship, and aesthetic appeal.
Research
Competitor Landscape Matrix
After reviewing local cleaning brands in Wellington, I mapped their tone, visuals, and positioning to identify a gap: most were either expressive and traditional, or modern and reserved — none combined both expressivity and modernity. This insight shaped a more modern, expressive brand direction.
Industry Insights
- Reviewed current trends and consumer preferences in domestic cleaning services.
- Examined how cleaning is marketed, as a luxury, necessity, or lifestyle support.
- Researched how customers find and choose various cleaning services.
- Explored consumer expectations around convenience, eco-friendly practices, and trust.
Target Audience Moodboard
Alternative, creative and punk—known for its indie music, cafes and street art.
Activist core - New Zealand was the first country to grant women the right to vote.
A love of organic, fair trade, sustainability, and environmentalism.
Strong Wellingtonian pride, they support local and independent retailers.
Brand Concept & Development
Informed by my research and ispired by Turkish culture and a design-savvy audience, I developed an illustrative, story-driven brand. I refined this through naming exploration, story development, moodboards, website wireframes, and logo sketches to build out the brand and packaging system.
Feeding your curiosity celebrates the inquisitive spirit shared by cats, creators, and the scientist-turned-chocolatier behind the brand. Inspired by the founder’s Turkish roots—where cats roam freely—each dairy-free bar pairs rich flavor with playful, collectible illustrations. Designed to charm art lovers and feline fans alike, this chocolate invites exploration, indulgence, and a little everyday wonder.
BOLD
JOYFUL
WHIMSICAL
Brand rollout
