The Challenge Was
Stand Out in a Saturated Market: Baby products often prioritize practicality over personality.
Bridge Safety and Play: Parents demand reliability; children crave fun.
Build Emotional Connection: Create a mascot and narrative that fosters loyalty and wonder.
“Childhood is not just a phase—it’s a universe of possibilities.”
We anchored KOKO’s identity in three pillars:
Safety with Soul: Designing products and visuals that parents trust and kids adore.
Whimsy Meets Wisdom: Balancing playful aesthetics with subtle educational undertones.
Sustainability as Storytelling: Eco-friendly practices woven into the brand’s DNA.
Logo & Color Palette
Vibrant Pastel Symphony: A mosaic of soft pinks, blues, and peaches evoked joy without overwhelming young eyes.
Dynamic Logo: Modular shapes allowed the logo to adapt into patterns, mimicking a child’s puzzle.
Rule: “Use any pastel—but never gradients.”
Typography
Headings: “Monday Today” — Rounded, friendly, with a hint of mischief.
Body: “Hanken Grotesk” — Clean, modern, and highly legible for safety messaging.
Key Design Decisions
Safety as Visual Language: Wide-base walker designs were showcased in bold, stable shapes, with icons emphasizing durability.
Interactive Play Panels: Illustrated with tactile textures in 3D renders to highlight sensory engagement.
Eco-Friendly Storytelling: Recycled material tags designed as “adventure maps,” turning sustainability into a discovery game.
Why It Worked
Holistic Storytelling: Every element, from mascots to typography, served a narrative purpose.
Design with Depth: Pastels weren’t just pretty—they calmed anxious parents. Playful chimps weren’t just cute—they symbolized curiosity.
Courage to Be Bold: Rejecting generic “baby blue” tropes for a vibrant, gender-neutral palette.
The Mascot Idea
KOKO the Chimpanzee: A light peach, fluffy mascot with oversized eyes and a playful grin. Designed to be huggable and relatable, bridging human and animal curiosity.
Characters: Expanded into Explorer KOKO, Scientist KOKO, and Dadaji (Grandpa KOKO) for YouTube storytelling, fostering multi-generational appeal.
The Mascot research
More than a brand, KOKO weaves a tale of wisdom, inspired by a real-life chimpanzee whose charm knows no bounds. At the heart of our brand's DNA lies the captivating story of KOKO, a messenger of joy and love for our planet. Beyond a symbol, KOKO, the chimpanzee muse, shares laughter and vital warnings to protect our Earth, embodying a heart as vast as the rainforest he calls home.
In the spirit of these intelligent creatures, KOKO believes in the extraordinary brilliance of children, likening them to little chimpanzees with innate curiosity, a knack for exploration, and a unique ability to connect with the world. Our brand envisions a space where the boundless creativity of kids mirrors the playful and insightful nature of chimpanzees.
KOKO, our cherished mascot, becomes the embodiment of this synergy, where the smartest minds and the most inquisitive spirits come together in a celebration of laughter, learning, and love. Unveiling the world of KOKO transports you to a place where the legacy of a wise chimpanzee intertwines with the limitless potential of our young ones.
KOKO is more than a brand; it's a living testament to the extraordinary magic that happens when the intelligence of a primate meets the brilliance of a child. Welcome to KOKO, where wisdom and whimsy dance hand in hand, and every child is the star of their own captivating adventure!
Have a look to Wortham's all Design Services and Offers
We focused on creating an immersive online experience that mirrors the brand's personality, enhances user engagement, and drives results. For fellow creatives: Think beyond aesthetics; design digital destinations that are as captivating as the brand itself.
Here is the New era of viral marketing got open because of our mascot, a whole new world of KOKO Family for storytelling, unboxing videos, party videos and much more. We focused on creating an immersive online experience that mirrors the brand's personality, enhances user engagement, and drives results. For fellow creatives: Think beyond aesthetics; design digital destinations that are as captivating as the brand itself.
Focus on Design Philosophy & Inspiring Takeaway
Why it worked ?
The Thaal Express case study is more than just a portfolio piece; it's a reflection of Wortham's core design philosophy: to craft brands that transcend language and connect with humanity. From the globally understood logo to the carefully considered color palette, every design decision was rooted in the principle of universal appeal. The World Brand Design Society validates this approach, showcasing that design, when executed with strategic vision and cultural sensitivity, can create truly iconic brands. For businesses aiming for global impact, The Thaal Express serves as an inspiration – and Wortham stands ready to be your partner in building brands that speak a universal language of design excellence. Iconic design, for a world connected.
