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 recognize 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
More work like this
Browse showcases
México Lindo, skip Tex-Mex, cook the real thing
First Class Freight, branding the only 3PL that moves stone
MIKO Distillery, a family distillery's website, taken forward
Share
with your friends