For Otoki, Chase Design Group transformed a Korean favorite into something vibrant and globally appealing, led by oversized, rounded typography and a simplified, more approachable logo.

The color palette shifts to bright tones like electric blue, orange, and pink, making each flavor instantly recognizable, while playful illustrations, like the cheese moon, add a touch of personality. 

What sets this apart is how it blends cultural confidence with modern retail energy, creating a system that feels fun, highly shoppable, and perfectly in sync with the global rise of Korean food culture. And craveable enough for anyone to want to pick up a bag. Or five. 

The legendary Korean food brand Ottogi teamed up with Chase Design Group to create a bold, full-scale brand glow-up. The collaboration kicked off with a name change from Ottogi to Otoki, then expanded into brand strategy, personality, and a refreshed visual identity for Jin Ramen and Cheesy Ramen. The goal was simple: translate Otoki’s story for a global audience by honoring its roots while inviting a whole new generation to the table.

As Korean culture continues to set the pace worldwide, spanning music, beauty, fashion, entertainment, and food, Otoki was perfectly positioned to step into its next era. Inspired by that cultural confidence, we reimagined Otoki as a modern food brand built to spark creativity in the kitchen and beyond. The result is a brand that feels more colorful, more shoppable, more stylish, and seriously craveable wherever you meet it.

In the end, we delivered a robust 360º Brand Toolkit that touched every aspect of the brand—including lifestyle photography direction, comms and social graphic asset library, and packaging. Every detail was intentionally designed. The Otoki logo was completely redrawn to feel simpler, cuter, and easier to read. A richer color palette makes room for bold yellow typography that leads with confidence, while the iconic yellow bowl anchors the brand and spotlights dynamic food photography, all shot with real product and real food.

And because the magic is always in the details, each product brings its own personality. Jin Ramen features subtle Korean-inspired patterns paired with expressive character illustrations that bring the flavor story to life. For Cheesy Ramen, we introduced Moonie, the cheese moon, to capture the idea of out-of-this-world flavor, and because yes, the moon is obviously made of cheese. Matte and gloss finishes add a premium, tactile feel that elevates the entire line.

Our redesign ultimately increased brand awareness, the product went viral on TikTok and other social platforms with genuine organic sharing, increased sales and national distribution for both Jin and Cheesy Ramen with up to 180% increase in year 1 alone for Cheesy Ramen.