DOKƆ́
DOKƆ́ is a brand that focuses on takeaway snacks made in Africa. The brand specializes in local puffs puff (DOKƆ́), expertly revisited.
- Brand Strategy
- Brand Identity
- Go-To-Market Strategy
- Customer Experience Design
- Social Media Strategy
- Photography & video
The Shape
It would be boring if indulgence didn't help improve the world, wouldn't it? More than a snack, DOKƆ́ is an invitation to reconnect with our childhood and embrace the cutest of sins: indulgence.
The Process
We started with an exhaustive analysis of the food industry, particularly the African snack market, as well as companies from other sectors that match our target customer profiles. We interviewed potential customers, tested direct and indirect competing products, and organized strategic meetings.
This allowed us to develop: the brand’s architecture, its positioning, its personality, and its product mix.
We then named the brand “DOKƆ́ ”, to mark its desire to revolutionize a classic African snack with new flavors, while keeping the basic recipe.
Brand Strategy
The main observation is that most food brands in French-speaking Africa use the same color codes and similar formats in terms of customer approach.
It was therefore necessary to build a universe that combines originality, conviviality, and wonder for DOKƆ́.
We focused on childhood memories, to bring together all generations around a treasure of African gastronomy, DOKƆ́.
We then designed a convincing visual identity, to illustrate the brand’s world.
Brand Identity
DOKƆ́ ’s visual identity is based on concepts of innocence, minimalism, and indulgence. We wanted to create a refined, avant-garde, and endearing system.
We took inspiration from the most spoken language in Benin, Fon. DOKƆ́ means puff puff and is also the generic name used to designate this product in Benin.
The accent above the O is curiously reminiscent of the imperfect form of the traditional DOKƆ́ and the writing is faithful to Fon phonetics.
It was also important for us to recall the homemade character of the brand's products through the choice of fonts and the design of personalized brand patterns.
Go-to-market strategy
Once the strategy and brand identity were finalized, the product had to be tested to ensure its quality. We formed several teams made up of subjects from different age groups so that they could taste the product and provide their comments.
This made it possible to retain the format of the product and its price. It therefore lays the foundations of the customer experience.
Customer experience design
As a premium direct-to-consumer brand, memorable packaging is essential to DOKƆ́ ’s success. We therefore designed the transparent window box, which we had made by one of our partner companies.
We added personalized absorbent paper, stickers, and other packaging elements specially designed to offer the consumer an attractive, delicious, and comfortable visual experience.
Social media strategy
Social media, especially Facebook and Instagram, are the only brand’s touchpoints. Thanks to a dynamic and culturally relevant social media strategy, we express DOKƆ́ positioning, values, and news daily.
Social networks also allowed us to launch the brand online, build and maintain the community of DOKƆ́ lovers, and listen to their needs.
It is also the channel through which we highlight the personality of the brand and its social responsibility.
Photography & video
Through a series of expertly planned photoshoots, we ensured that we captured the brand’s essence. The goal is to provide DOKƆ́ with an original, aspirational, and authentic visual universe.
This content made it possible to distinguish the brand from its competitors and made DOKƆ́ an authentic brand.
They provide appropriate support, a follow-up before, during, after, and a tailor-made service across the world. I recommend 1000 % Thanks to the MC&Co entire team.
Other Work
