Bokki Tokki
Bringing Korean Street Food to India, One Playful Bite at a Time.
BokkiTokki was created as more than a Korean QSR, it was envisioned as a vibrant cultural brand built for a new generation of Indian consumers. Our challenge was to transform Korean food from something that could feel unfamiliar into an experience that felt exciting, approachable and impossible to ignore. Through a bold identity, an expressive mascot and a high-energy visual world, BokkiTokki was designed to make Korean street food a part of everyday India.
Quality
Year
2026
Industry
food & drink
Client name
Vansh Khanduja
Scope
Strategy, Identity
Location
Jalandhar, India
Making the Unfamiliar Feel Instantly Irresistible.
While Korean culture had already found a strong audience in India through music, entertainment and fashion, Korean food was still intimidating for many first-time consumers. BokkiTokki needed to bridge that gap without losing its cultural roots. The brand had to feel authentically inspired by Korea while remaining relevant to Indian food habits, price expectations and the fast-paced nature of the QSR experience. Most importantly, it needed a personality strong enough to stand out in an increasingly crowded food landscape.
Approach:
We Built a Brand with an Appetite for Attention.
Our approach was to build BokkiTokki as a character-led food brand rather than simply another restaurant identity. We developed a bold visual system inspired by the energy of Korean street culture and paired it with a playful, mischievous mascot—Tokki—who became the living personality of the brand.
Every element was designed to work together: expressive typography, a punchy red-orange and black colour world, playful communication, energetic food imagery and a scalable mascot system. Tokki was developed with a complete language of expressions, poses and behaviours, ensuring that the character could communicate the BokkiTokki experience across packaging, outlets, social media and merchandise—even without the logo.
A Korean Food Brand with a Personality of Its Own.
Outcome:
The result was a distinctive and scalable brand world built to make BokkiTokki instantly recognisable. The identity transformed Korean food from an unfamiliar cuisine into a playful invitation to explore, share and indulge. Tokki gave the brand a memorable face, while the visual system created a consistent experience across every customer touchpoint.
BokkiTokki emerged as a brand that could grow beyond food—into culture, community, merchandise and experiences. More importantly, it was built with the flexibility to scale from its first outlet to hundreds and eventually thousands, without losing the personality that makes it unmistakably BokkiTokki.
“ONEDESIGN didn’t just create an identity for BokkiTokki—they gave the brand a personality. From the bold visual world to Tokki, every element feels connected to the experience we want people to have with Korean food. The result is playful, memorable and built to grow with us as we expand.”
Vansh Khanduja
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