A toy brand built from scratch — name to storefront to ads
Kukuriku — Serbian for the sound a rooster makes — launched as a new toy retailer for the Serbian market. We took the name, gave it a face kids could recognise on a shelf, built the storefront on ReadyCMS, and ran the marketing that introduced the brand to families across the country.
A new toy retailer entering a category dominated by international chains.
Kukuriku came to us at the very beginning. A new toy retailer entering a crowded category, with a wide assortment for kids 0–12 and a small team that needed to look ten times its size on day one. They had the name — “Kukuriku” is Serbian onomatopoeia for a rooster's call, the local cock-a-doodle-doo. Everything else was open.
The ask was end-to-end: take the sound, give it a face, build a system that survives being printed on a bag, sewn onto a t-shirt and dropped into a Facebook ad — and a working store behind it. Then keep it growing.
Ten deliverables, one system underneath.
Logo & wordmark
A bouncy, hand-feel mark — one letter per brand color, topped with a stylised rooster's comb.
Color & pattern system
Six saturated brand colors and an organic blob library that layers across print, packaging and screen.
Laki the mascot
A superhero rooster with seven moods — used across packaging, social, and the loyalty program.
Print collateral
Business cards, stationery and in-store paper system, all sharing the same shape language.
Packaging
Branded shopping bags engineered to read across a shelf and at arm's length on a sidewalk.
Apparel & merchandise
Staff t-shirts, mugs and giveaway items, designed to hold up on color backgrounds, not just white.
Retail signage
Storefront, fascia and wayfinding — the logo and pattern system applied at architectural scale.
Social template system
A modular Instagram & Facebook system — products, promos, announcements, all on-brand.
eCommerce store
kukuriku.rs, built and trading on ReadyCMS — catalog, checkout, account, loyalty.
Performance marketing
Google Ads, Meta Ads and creative production, run continuously as the catalog scaled.
The wordmark behaves like a toy
“Kukuriku” is Serbian for the sound a rooster makes — the same job “cock-a-doodle-doo” does in English. The mark answers it: bouncy, hand-feel letters in different brand colors, topped with a rooster's comb where a child would draw it. The name says it; the mark shows it.
A palette wide enough for a toy aisle.
Six saturated colors plus cream and ink — chosen to read at a distance, survive print mismatch, and stay on-brand in any combination. The cobalt anchors most surfaces; the rest play.
A pattern library, not a single pattern
Soft pebble shapes, drawn loose. They scale to any surface — a paper bag, a billboard, an Instagram tile — and never repeat exactly the same way twice. That looseness is the point.
Meet Laki
Most toy brands lean on a logo. Kukuriku has a character. Laki is a superhero rooster — the kind a five-year-old would draw if you handed them crayons. Seven emotional states keep him useful across every channel: a thumbs-up on a confirmation page, a sad face on a 404, a thoughtful pose in the loyalty dashboard.
The same system, stretched across surfaces.
Same shapes, same color rules, same logo — applied to surfaces a toy retailer actually touches in a week.
A social system the team can actually run.
Templates, not one-offs. Product, promo, announcement — each with a defined logo lockup, pattern field and color rules. The in-house team ships posts without breaking the brand.
Eggs — the loyalty layer
A points program named for what a rooster gives you. Customers earn eggs on every order; the dashboard turns the abstract idea of a loyalty balance into a small visual joke a kid would get.
kukuriku.rs — built and trading on ReadyCMS.
kukuriku.rs runs on ReadyCMS — catalog, checkout, customer accounts and the loyalty program, all under the same roof. We built it for a small team to operate: bulk import, supplier-friendly product structure, and a pattern library on the front-end that reuses the same shape language as the print system.
- ReadyCMS storefront with full eCommerce
- Catalog architecture for a wide toy assortment
- Loyalty program — “Eggs” points & account dashboard
- Social, Google Ads and Meta Ads, run continuously
- Creative production for promos and new arrivals
One roof, every layer.
Identity, store, and growth — built and operated by the same team. That's what made Kukuriku move quickly: the people who designed the mascot also wrote the ad copy and shipped the storefront.
Services that made it happen
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