Auntie
Care, on her terms.
An elderly Chinese woman with a straight face, quiet authority, and clear rules. She loves Kiko and Tofu, but shows it through generous food and daily routines more than words.
Auntie. Kiko. Tofu.
A food concept with a household, a story, and a distinct point of view.
Concept development & identity
A character-led food concept
A recognisable world for a Chinese comfort-food concept.
Concept development, brand identity, and positioning gave Auntie. Kiko. Tofu. a shared direction, rooted in Chinese comfort food and the relationships between its three characters.
- Concept Development
- Brand Identity
- Brand Positioning
Three housemates. One kitchen. A place at their table.
Auntie cooks. Kiko creates chaos. Tofu supervises. That relationship opens a world guests enter through food, where care is expressed in small, practical acts.
Kiko
Certain he runs the kitchen.
A loud, self-important rooster who brings disorder to the household and keeps testing Tofu’s patience. His confidence gives the story its everyday comedy.
Tofu
Quietly in charge.
A stoic cat who watches everything and is impressed by very little. Where Kiko makes noise, Tofu answers with a look.
A household with a story to tell.
Auntie’s household provides the setting for this delivery-only concept. She presides through portraits, screens, and her voice. Chinese comfort food connects people to her world, while Kiko and Tofu bring its recurring stories to life.
Details from their daily lives.
Kraft paper, rubber stamps, receipts, enamel bowls, and floral fabrics give the brand world a familiar, tactile language. Characters appear selectively, keeping the food at the centre.
Comfort food with a world to belong to.
The concept pairs generous, home-style food with the familiarity of a household. Short, direct language and observational humour make its personality consistent across the experience.
Let’s develop your next idea.
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