The approach centered on creating an entire brand identity from start to finish. The objective of this was to come up with a choloate brand that felt luxurious and rich, yet still down to earth. Throughout the process, fresh brand values were extracted, reflecting a balanced blend of honesty and transparency across the bean-to-bar journey. This approach elevated the brand’s assets and imagery to exude a high-end feel while deepening market insights. The strategy facilitated an in-depth exploration and refinement of the company’s values, fostering a more personalized connection with consumers. Rather than crafting an entirely new persona, the focus was on laying the foundation for a progressive brand transformation—one that would guide KAOKAO toward a more interactive and emotionally resonant future.