Kooki Wanna Be : Packaging Design Uplift

Challenge

Kooki Wanna Be, a brand celebrated for its unapologetic playfulness, needed a complete packaging refresh. The challenge was to design a unified system under one brand umbrella that still felt distinct for each audience segment, from babies to kids to teens, and across different genders, all while preserving Kooki’s signature quirky charm.

Idea

From this challenge came the concept: “Peek Inside the Mind of a Kooki.” Each packaging became a playful window into the world of a different “Kooki” from the cool, confident Kookis for teens to the curious, whimsical baby Kookis. The eyes became the heart of the design, a bold and interactive element inviting customers to literally “peek” inside. Whether wide-eyed in wonder or glancing to the side, every set of eyes hinted at the personality and story waiting within.