KOFEMANIA BEZ TARELOK
A cultural collaboration between Kofemania Bez Tarelok and Maneken Brand, backed by the Korea Tourism Organization. Kofemania is the largest premium coffee-house chain in the CIS. A business with a nine-figure annual turnover. We packaged the collab end to end, from strategy to the last cup
- Collaboration
- Campaign
- Merch
- Packaging
- Branding
overview
A collaboration the whole city followed
Three brands, one offline quest and a grand prize. A trip to Korea for two. We built the collaboration from idea to launch: the game mechanics, the entire visual layer and the content that kept it growing and talked about
the challenge
Make an event, not a promo
The task. Shape the strategy and visuals so the collaboration entered the cultural conversation: something people follow, play and tell each other about. And merge three brands into one visual language without losing a single one
branding
A visual language you want to take home
At the center of the identity. The Cherry Dalgona drink and a Squid Game-style dalgona cookie the whole game mechanic is built around. Around it we assembled the entire brand layer: cup and food packaging, collab merch, blogger mailers, the menu, the website and the restaurant space design. Including the venue for the finalists' events
strategy
Mechanics that keep people coming back
We designed the quest's viral game mechanics and a full UGC strategy: mapped out the blogger program, built the collab's chatbot and the event calendar. All the way to the invite-only finale party with a prize draw