Herb, Spice, and Everything Nice

The word ‘KUKU’ itself is a traditional Persian dish dating back to 16th century Persia, favored by Safavid royals to families today in Tehran. KUKU believes that everyone can have easy access to the unique flavors that Persian cuisine has to offer.

KUKU wants to highlight Persia’s rich culture and history in a playful and approachable way, hence appearing youthful and friendly to the community is the main goal.

As the brand connects with Persian history by portraying traditional paintings from the Safavid empire–when the Kuku dish first originated–the theme of birds and flowers prominently appears in traditional Persian art during the era. The birds and flowers can be used as inspiration for the brand’s consistent attributes. When pronounced, Kuku also sounds like a bird chime, and it also happens to be the name of a type of bird called “Cuckoo” which is also known as a symbol of freedom and wittiness.

The bird perching on the mascot’s hand is derived from the wordplay of the brand’s name. The pattern is a modernized take on traditional Persian paintings and tazhib which often includes ornate shapes, birds, and flowers as its main subject. The pattern consists of simplified and chunky-looking objects to create a modern and pop appearance.

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