After selling Munchy’s to a private equity firm for US$250M, CK Tan was looking for a new challenge. He turned to Tangible to help define a new food & beverage brand for the growing Chinese market.Tangible helped CK, articulate his vision and created; ‘Koobi’, a food & beverage brand that explores the world for ingredients, products, and ideas to innovate F&B experiences for the hungry Chinese consumer. Koobi is driven by three core principles: discover the new, delight the senses and innovate for quality.
Tangible delivered a turn-key solution for ‘Koobi’, from naming to launch: The name ‘Koobi’ comes from one of the oldest human sites where fire was found. It’s great that the direct Chinese translation literally means “super cool secret”. From there Tangible developed the visual & verbal toolkit to highlight the brands ambition to explore.
Tangible developed the brand portfolio model for Koobi; with Koobi as a master-brand to ensure the product portfolio had the flexibility to grow. Tangible then developed a product category framework and samples of packaging design to allow sub-brands to flourish
Leveraging the brand personality, Tangible created inspirational mood boards for the proposed headquarters in Shanghai.