[ Challenge ] THE KIT, a revolutionary fashion brand founded by Project Runway superstar: Daniel Vosovic, is a neat trick. It packages several pieces in one “kit” that can be worn together for a full look or broken up and worn as separates, so you can have a dress, a top, or a dress + a top that looks like one dress. The branding needs to speak to this very unique, module concept.

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[ Objective ] Establish a brand identity that sets the brand in between "luxury" and "approachable". In honor of the unique module idea, blend in visual creativities to separate the brand from 100M+ fashion brands in the market.

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[ Approach ] We set up a high-end yet playful brand tone by carefully defining the fonts, colors, social media creative direction, email marketing and website visuals. THE KIT is an e-commerce based business with no physical stores, so it heavily relies on online communications to drive publicity. We spend the most time on email marketing and social creatives, aiming to create the most eye-catching and warmest (like the designer was speaking to you directly) communication pieces. This is where the idea of witty typography and handwritten post-it comes from.