Kung Markatta
Rebranding assignment. The food brand “Kung Markatta” has a great selection of products and a green, sustainable focus. But the name and graphic profile leaves a lot of easily confused people, such as myself, confused. Kung Markatta is a reference to “Journey to the West”, as there is a monkey king in the main cast of characters. What does this have to do with the food or the brand? Our teacher gave us free rein to change it up however we wanted. And my first question was; what even is a “Markatta” or “Minx/Guenon”?
What is a minx…?
Look at this little guy! Isn't he cute? After discovering this treasure trove of an animal, I made the decision to ditch the mythical origin of the name. The monkey king is hardly a household legend that people at large are aware of. So I focused on the Minx. This little guy gives the observer all the context they need. And being a company with a very green business model, this direct look at an animal plays on the heartstrings a lot more efficiently than the last logo could ever hope to do. Blue and Orange together work really well, so I saw no reason to change that. But I did want to emphasize the animal design with new fonts.
After I had decided on a new brand identity, the next step was of course to create the designs of the products. To pay my respects and really get things as right as I could, I went and bought their products, removed and measured the labels and packages and got to work.
I love using mock-ups, but when you have a nice camera, the labels printed and their actual products, why not take a trip outside and take some photos myself? I wanted a playful, clean and colorful brand identity that would stand out in the store shelves and a cute minx that looks distinct and can be easily recognizable to the customers. Not reinventing their brand entirely, just shifting focus from the myth into something more accessible!
