Kinfolk
Brand Identity / Print / Advertising
Kinfolk is a clothing brand founded in Kitsilano. that makes high-quality, innovative clothing for women.
This established company is looking to rebrand themselves to create a more elevated visual identity that better represents the clothing they sell. Although this is a women’s fashion brand, the goal was to give the brand a neutral look that fit in nicely with their home base in Kitsilano.
The Concept: The word Kinfolk refers to the people related to you- essentially, your family. We wanted to infuse this human aspect and the easy-going feeling of Kitsilano into the brand identity. This is activated with the logo font, the colour palette and the dynamic shapes used in the branding. The minimal clothing boxes contain a simple and memorable quote from different female poets which are switched out every season.
Since the name Kinfolk has such a humanistic quality to it, we chose a logo font that aligned with this. The warm colour palette balances softness with power. Abstract shapes were created to be used throughout the designs to further emphasize the natural, human element.
The advertisements use a striking maroon colour to garner the attention of the consumer. Representing passion, confidence and creativity, the primary maroon makes a statement about the sophistication of Kinfolk clothing. The abstract shapes create a dynamic visual presence and ensure the brand doesn’t come off too formal.
The shipping card is another elevated touchpoint of the brand. Using dual colours for the front and back allows the red colour to be more impactful. Center justified alignment was chosen for the text to provide a clean, formal tone, contrasted with the friendly logo font and free-flowing shapes on the front of the card.
The Instagram feed uses a combination of text, images of the clothing and moody photographs that capture the overall tone of the brand. This combination of content is memorable and more likely to encourage interaction from viewers than only images of the clothing.
Programs Used: Adobe Illustrator / Adobe Photoshop
Images provided by unsplash.com