“Boosting healthy, curious and creative minds” was the brand’s promise that was defined in order to communicate the importance of developing children's creativity. Its essence, "Great minds, great worlds", highlights the space where your great ideas are inspired to create and build a great world.

The logo is very colorful and refers to its most important market: children. The rounded typography speaks of closeness, love and security to demonstrate the company’s awareness. The union of colors in the O conveys a feeling of movement to illustrate the vital and creative minds of children. The character named Boki, who is the letter O with arms and legs, was developed to go along with the brand. His movements are fun, and creates a bond of trust with their market.