Cokitchen, a cloud kitchen company was looking to launch a mid-range, take-out F&B brand in South Jakarta based on a popcorn chicken menu. They needed a distinct tone of voice to differentiate their brand from the other chicken-based F&B competitors, which are American or Asian-inspired. We built a narrative by playing on the brand’s naming, “POP” and “CIK”, giving the brand a hip-hop-inspired attitude that levels up the whole popcorn chicken game.