Objective:

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Renowned chef, Chryssanthos Karamolegos, whose haute cuisine has been awarded on numerous occasions,had been in collaboration with the unique resort Costa Navarino for quite some time, as Consultant Chef.

By 2018, he runs the resort’s biggest greek cuisine establishment, which he asked us to rebrand.

The main requirements were the following:

- To feature a connection with his starting point and the name that made him famous: His first restaurant, TOMATA, on the island of Santorini, which was set on the same spot where his father ran a

tomato factory.

- A brand name or sub-brand name that will clearly state that the restaurant serves greek cuisine-based dishes. The name prior to our rebranding was “Taverna greek cooking”

- An entirely new name for the restaurant, one that would make a noise but which would at the same time be easy to pronounce both by greeks, but primarily, by foreign customers.

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Results:

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The name “KOOC” was inspired by the main activity of the restaurant: cooking. The reversing of the letters “K” and “C” were inspired by the Chef’s initials, baring in mind the development of the brand “KOOC” for his future consulting services.

The one-syllable name, thus, was accepted with enthusiasm. The motto “taverna secrets” was inspired by the fact that the Chef’s Greek haute cuisine concerned traditional greek “taverna” dishes, redefined. And, as our chef redefined those tastes, customers would be able to taste his secrets.

Of course, we engaged in extensive market research in order to ensure that neither the name “KOOC” nor the motto “taverna secrets” were used globally.

Last but not least, we made sure to visualise the connection to his past: the tomata, by means of artfully depicting a graphic tomato form as the trademark of the logo.

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The establishment is now ran by a new chef.