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KC Kitchen otherwise known as KOTO Catering needed to rebrand and rename so that they are not associated with their wildly successful nonprofit organization KOTO (Know One Teach One). KC Kitchen wanted to start to earn profit and act as a separate entity. KC Kitchen was started by the Austrian Vietnamese refugee Jimmy Pham. The KC focus was create high end healthy and funnel the profit to help nonprofits like KOTO. KC Kitchen asked Align to help them with the rebranding.
The biggest challenge for KC Kitchen was getting away from their umbrella parent association of KOTO. The rebrand needed to be fresh and should not associate itself with KOTO.