The New Service: KukuRiku – Your Premier Farm-to-Table Delivery Service
Year
2019
Services
Branding and Marketing
UX/UI Design
Product Management
Client
Leonid Stasivskyi
Awards
-
The Journey Behind KUKU RiKU
Traveling around the world exposed me to a variety of services, each offering unique conveniences. During my time in Berlin, I discovered a meal kit delivery service that provided ready-to-cook ingredients with recipes. It struck me as a brilliant idea—simple, yet incredibly practical. This concept lingered in my mind, sparking an even deeper connection to my roots.
Growing up on a farm, I saw firsthand the dedication and hard work my parents poured into their land. They have a vast farm with a wide range of fresh produce. That’s when the idea hit me—what if I could help my parents sell their products by blending the best of farming with digital technology?
In 2019, I set myself a challenge: to create a farm-to-table delivery service in my hometown of Dnipropetrovsk, Ukraine. This project would not only help my parents but also connect people in big cities with fresh, natural products, while providing rural farmers with a stable income.
I took on the entire development cycle, from idea generation to bringing the final product to market. Here’s how I executed this project.
Together, we worked hard to develop a unique brand. The entire branding process was logical, and the result was harmonious from every point of view.
What Makes KUKU RiKU Special?
KUKU RiKU offers more than 500 high-quality products from nearly 100 small producers. Most of the products are made-to-order, with farmers beginning preparation just a day before delivery to ensure maximum freshness. The service carefully selects only the best products for its assortment—no artificial additives, pesticides, or growth hormones. KUKU RiKU’s partners are farmers who use natural production methods and adhere to high quality standards.
KUKU RiKU’s Mission
KUKU RiKU not only connects farmers with consumers but also takes on two key functions: quality control and logistics. The goal is to provide city dwellers with access to natural, healthy products, while offering farmers stable work and a secure future.
We personally visit each farm, check product certifications, livestock conditions, and production technologies. All products are regularly tested in laboratories to meet our strict quality standards.
KUKU RiKU’s Color Scheme: Why the Right Choice Matters
Colors are more than just visual elements; they shape brand perception and impact user experience. For KUKU RiKU, we chose a palette that reflects the company’s core values: freshness, naturalness, and trust.
- #E9005A — A vibrant pink-red that symbolizes energy and freshness, grabbing attention and associating with farm-fresh products.
- D0AB80 — A soft beige-pink that creates warmth and trust, highlighting naturalness and simplicity.
- 2F2F3C — A deep dark gray with a blue tint, adding seriousness and stability, enhancing contrast and professionalism.
Choosing the right colors strengthens the emotional connection with the audience, helping to create an attractive and memorable brand image.
Raspberry Burst
#E9005A
Warm Honey
D0AB80
Moon Mist
2F2F3C
Logo Design Process
The KUKU RiKU logo for the farm-to-table delivery service was designed to reflect the brand’s commitment to natural, high-quality, and fresh products, while also embracing a playful and memorable identity. Here’s the story behind its creation:
The logo’s bold, hand-drawn typography communicates the idea of simplicity and authenticity, just like the farm products KUKU RiKU delivers. The brush-like strokes symbolize the handcrafted nature of farming and the close connection between the farmers and their produce. The vibrant pink background represents vitality and freshness, key attributes of the organic, farm-fresh food that the service provides.
The name «KUKU RiKU» is also a playful reference to the sound of a rooster’s crow, which naturally aligns with the theme of farming and rural life. This name is meant to evoke a sense of the early morning, the freshness of the day, and a direct connection to the farm. It’s fun, memorable, and easily recognizable, making it perfect for a brand that strives to bring the farm experience to people’s homes in a modern and convenient way.
This logo reflects the values of the service: freshness, authenticity, and a strong connection to nature**. It stands out visually while maintaining a friendly and approachable vibe that invites customers to trust KUKU RiKU with their farm-fresh deliveries.
Product Packaging Development
The design of the KUKU RiKU box reflects the «farm-to-table» concept, with a focus on naturalness and sustainability. The centerpiece is a hand-drawn logo featuring a rooster, symbolizing freshness and a new beginning. The black lines of the logo convey the simplicity and authenticity of farm products.
Illustrations of fruits and vegetables on the sides highlight the diversity and seasonality of the products. Elements like a bonus for Instagram photos and the option to return the box emphasize customer engagement and the brand’s eco-friendly approach.
Thus, the box not only delivers products but also communicates KUKU RiKU’s values: quality, nature, and responsibility.
Launch Summary for KUKU RiKU
The launch of KUKU RiKU is a successful example of a comprehensive approach to product creation and implementation. We covered the full spectrum of services to ensure a successful project launch.
- Idea Development and Market Analysis: We thoroughly analyzed the market and competitors to identify the target audience’s needs and determine the unique advantages of our product.
- Website Design: A modern and functional website was created to effectively represent our brand and facilitate user interaction.
- Social Media Launch: Social media profiles were organized and activated to attract attention, build a community, and engage with customers.
- Product Warehouse Organization: Logistics and warehouse management were established to ensure timely delivery of fresh products.
- Farmer Negotiations: Successful negotiations with local farmers were conducted to guarantee high quality and variety of products.
- Advertising Setup and Launch: Advertising campaigns were launched to attract customers and increase brand awareness.
Each of these stages was executed with a high level of professionalism, allowing KUKU RiKU to successfully enter the market and establish itself in the field of farm-to-table products. I am proud of the results achieved.
