Brand Identity

Yummy

Yummy bear is the brand mascot of Chinese kitchen manufacturer TOKIT, which aims to emotionally appeal to the young generation. It communicates the joy of cooking and shapes the brand identity as well. The graphic design of the mascot captures individual aspects of the “TK family” brand logo; for example, the eye-catching nose of the mascot is based on the design language of the signet. The illustration style is characterised by contrasting colour areas and reduced lines, while the rich orange symbolises energy and warmth. Comic-style key visuals show Yummy preparing delicious dishes.

Red Dot