Branding identity


brand identity

Creative direction:
The honest illustrations

KUL - Celebrating Collaboration and Community

KUL is a design collective consisting of professionals from diverse backgrounds, including architectural, interior, furniture, product, and experience design. The brand's name, which comes from the Sanskrit word for family or community, reflects KUL's vision of creating experimental spaces in India through collaboration with different disciplines. However, KUL's previous brand identity failed to capture their founders' edginess and experimental spirit, nor did it effectively communicate their vision. To address this challenge, KUL aimed to develop a new brand identity that would bring forward their main pillar and long-standing vision: collaboration and community.

KUL's founders understood the importance of a strong brand identity that aligns with their values and goals. However, they faced difficulty developing a brand identity that captured their edginess and experimental spirit while effectively communicating their vision to their audience.
KUL put a lot of thought into the creation of their logotype, which changes regularly and features different typefaces to represent the diverse cultures and backgrounds of the people who collaborate with KUL. In addition to the logotype itself, KUL created a system to ensure that it is used consistently and coherently across all communication channels. This system specifies where and how each version of the logotype should be used, so that it always looks its best.

When it came to choosing the brand's color palette, KUL drew inspiration from the natural world. They selected bright hues and tones to convey a sense of youthful energy and paired them with black and white for contrast. This combination of colors creates a bold and eye-catching look that is sure to leave an impression.

KUL's brand identity celebrates the unique qualities that each individual brings to the table. By highlighting and embracing these differences, KUL is able to create truly innovative and impactful work.