FROM THE FOUNDERS

"Working with Thought Over Design on Gimi Gimi was an incredibly thoughtful and exciting journey. From the very beginning, their team went far beyond just visual design — they immersed themselves deeply into Korean culture, consumer behavior, and the nuances of the category.

 The depth of their research and attention to the smallest cultural details was remarkable. They uncovered subtle elements from Korean street food culture, typography, colors, and visual storytelling that have now become defining parts of our packaging and brand communication.

Their work helped shape not just how Gimi Gimi looks, but how it feels and connects with consumers. The brand narrative, packaging system, and overall strategy they crafted have given an authentic foundation as we build this brand.
It was like going down the rabbit hole of EVERYTHING KOREAN with them."

— Prateek & Mugdha Bhagchandka, Founders, Gimi Gimi

our strategy

We interviewed K-drama fans, noodleheads (AKA young people), popular K-creators and unpacked the world of K-fandoms, food & brands to understand the unique inner world of the Indian-Korean fan. We sampled everything from MKT noodle stalls in Delhi to K-street food in Mumbai to arrive at a brand story and product world that would be true to our Made in India origin as well as authentic Korean flavours.

THE Indian MARKET NOW

From films, viral food reels, to chef collaborations to your local street food haunts - noodles are having a moment. For years, Indians have been fiercely loyal to the 2 minute classic noodle, but now young consumers hunger for more flavours, more variety, more spice, more fun! While legacy brands have tapped into their own flavour extensions, it is often a generic appropriation of Korean symbols and associations driving them, rather than an authentic fan experience. That’s the gap we wanted to fill. 

the audience

The most expressive, diverse and creative fandom on the planet- the community of new and to-be fans of Korean culture and food in India.  

Brand identity

 We created an identity that would stand out on supermarket shelves - especially to the eyes of a Superfan. A brand name inspired by Korean, a fun, playful wordmark and a neomu cute mascot on pack - that was our recipe to build a connection with them. 

the mascot

Mascots are serious business in Korean brands. It is more than an icon or symbol - it is often the most expressive storytelling asset of the brand. We created our mascot to embody the superfan energy that the brand stands for - with its own world of feelings, emotions and lots of style! 

Meet Kim Toki! The superhyped Korean fan who is a little crazy and often unpredictable. Toki is the ultimate superfan and is obsessed with everything Korean. He is very expressive and has a range of emotions from excited, calm, peaceful to naughty and mischievous. His eyes, ears and facial features capture his feelings in an exaggerated way.

Meet Kim Toki! The superhyped Korean fan who is a little crazy and often unpredictable. Toki is the ultimate superfan and is obsessed with everything Korean. He is very expressive and has a range of emotions from excited, calm, peaceful to naughty and mischievous. His eyes, ears and facial features capture his feelings in an exaggerated way.

PACKAGING

We designed the packaging with cues taken directly from authentic Korean ramyun brands. In a Korean supermarket, you’re often greeted by colourful packs featuring mascots and loud, dynamic text boxes. Our design captures that same lively, iconic style.

Across the city, Korean signages create a lively visual language of their own. Our callouts are designed to capture that same spirit, inspired directly by these everyday signboards.

We use real Korean phrases to ensure authenticity, avoiding the use of random or decorative scripts.

 For a Korean ramyun launching in India by Indian founders, it was important for us to fully understand the context by experiencing Korean culture first-hand.

We went to the source - the city of Seoul - to immerse ourselves in the countless facets that make Korean culture so alluring. Be it the street art, the markets, the language, Korean entertainment, night life, and all the little big quirks around ramyun.

This gave our brand exploration a much deeper and richer context.

We also used this trip as an opportunity to shoot this cultural discovery and turn it into engaging content assets for the brand, thus bringing a piece of Korean culture to the Indian superfans. 

We also used this trip as an opportunity to shoot this cultural discovery and turn it into engaging content assets for the brand, thus bringing a piece of Korean culture to the Indian superfans. 

BUILDING THE 
DIGITAL BRAND

We designed a series of Instagram posts where one could immerse themselves into the world of Gimi Gimi.

The website was designed to capture the fun and excitement of what being a fan is like, while also clearly listing out products and the brand purpose.

The website was designed to capture the fun and excitement of what being a fan is like, while also clearly listing out products and the brand purpose.

Brand in Retail spaces

We designed assets that would bring to life Gimi Gimi’s energy to general trade stores and retail outlets. This included digital assets, t-shirts, brochures, wobblers and stickers.

Funding & growth milestones

Alimento Foods, the company behind MOM and Gimi Gimi, has raised ₹52 crore in its Series A funding round led by IvyCap Ventures.

Funding & growth milestones

Alimento Foods, the company behind MOM and Gimi Gimi, has raised ₹52 crore in its Series A funding round led by IvyCap Ventures.

PROJECT CREDITS

Creative Director
Anushka Sani


Strategy
Rohini Pandey
Toru Jhaveri

UI/UX
Hridaya Shah
Ria Patel
Shubham Rajdhar

Copy

Aishwarya Prabhala
Rohini Pandey

Design Lead
Tabitha D'Souza

Design and Animation
Nishtha Piplia
Faraz Shaikh

Animation
Hridaya Shah
Shruthi Hosabettu

Project Management
Meryll Koshy

Project Operations
Arjun Singh

Pack Photography

Pawan Manglani

Seoul Photography & Videography

Gorkey Patwal

Hocco

Pattri

THe whole truth