From Ottogi to Otoki: Strategic rebrand leverages K-culture popularity to position instant ramen as an elevated culinary experience
The global rise of Korean culture has created new opportunities for established brands to connect with international consumers. Now, 56-year-old Korean food manufacturer Ottogi is capitalizing on this cultural momentum through a comprehensive rebrand by partnering with creative agency Chase Design Group.
Together, they created a new 360º brand experience, starting with a name change from Ottogi to Otoki and encompassing positioning, personality, and overall visual identity for the Jin Ramen and Cheesy Ramen lines of products. The rebrand addresses a fundamental challenge: To translate the Otoki story for a global audience by honoring its roots while inviting a whole new generation to the table. Otoki is embracing this moment through a strategic brand evolution designed for a global audience.
What’s in a name?
The name change from Ottogi to Otoki represents more than phonetic simplification. “The new name honors the brand’s heritage while being accessible to non-Korean speakers,” explains Jon Arriaza, Creative Director at Chase Design Group. The updated name simplifies pronunciation for international audiences while maintaining a clear connection to the brand’s heritage.
The logomark retains Otoki‘s familiar “roly poly” shape. “But it was completely redrawn to be simpler, cuter, and more impactful at any size,” says Arriaza. The redesigned visual identity system provides flexibility across touchpoints while maintaining brand recognition among existing consumers familiar with the original Korean branding.
Packaging strategy and visual language
The new branding for the Jin Ramen line features bold yellow branding with flavor-specific color coding for navigation. Chase Design Group incorporated modern interpretations of traditional Korean patterns, creating authentic Korean culinary flair while appealing to younger, culturally diverse consumers. A badge system highlighting “Made With Beef Bone Broth” serves as a quality indicator, accompanied by flavor-specific characters and realistic food photography.
Typography presented unique challenges in creating consistency across Korean and English applications. “We created a typography system that had the same feeling in both languages,” notes Arriaza. “Leaning on our Korean-American team members, we made informed decisions on appropriate font pairings.”
Cultural fusion in design execution
The Cheesy Ramen line pushes creative boundaries further, drawing inspiration from graffiti and Asian-American illustration styles. This approach reflects what Senior Account Manager Natalie Lê calls “loud, colorful and expressive visual language commonly used in American products.”
The line’s mascot, “Moonie,” based on folklore about the moon being made of cheese, changes expressions across flavors, while playfully capturing the idea of “out of this world” flavor. Chase Design Group also developed comprehensive brand assets, including custom icons, mascots, speech bubbles, quality claims, typography systems, patterns, and photography principles. The agency incorporated informal language into the brand’s tone of voice to strengthen connections with target demographics.
“The redesign blends K-culture and U.S. urban artistry into a fearless cultural remix – channeling the global movement reshaping the U.S. creative scene,” explains Lê. The strategy recognizes that cultural familiarity through entertainment can influence food purchasing decisions, particularly among younger audiences.
“The brand’s strong growth has been fueled by expanded distribution, and this new packaging system helps Cheesy stand out on the shelf and connect with new consumers. We’re seeing that response everywhere, from buzz at trade shows to organic online reactions, where the rebrand and updated design elements are drawing people in immediately and generating fresh appreciation not just for the product’s taste and quality, but for the brand itself,” says Noel Lee, Chief Marketing Officer at Otoki.
Source: Chase Design Group
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