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Kinsley

Established by a leadership team with a proven track record of retail franchise successes, Kinsley approached us seeking a corporate brand identity for its new series of women’s apparel stores. After a discovery session and extensive research, we worked with the client to cement the vision for the shops.


STRATEGY

With a casual California vibe, Kinsley wanted the stores to be positioned as approachable boutiques for millennials to find familiar favorites and discover new ones. A Kinsley store was to feature unique pieces and inspired style, a special shopping destination for women in their 20s and 30s.

  • DISCOVERY
  • BRAND STRATEGY
  • MARKET RESEARCH
  • IDENTITY DESIGN
  • CUSTOM LOGOTYPE

SKETCH

Round 1 of our identity design process is all about the big idea—what will resonate with customers, make a logo stick and prove memorable. We start by drawing pages and pages of ideas in our sketchbooks.

THE MEANING OF THE NAME

The name Kinsley orginally meant the “King’s Meadow.” The final result needed to be an identity that was both regal yet approachable, the flag for a special brand. Brainstorming for an identity that embodied timeless, classical beauty in a clean, but not overly feminine way, took time and plenty of ideation.

Kinsley Logo Design SketchKinsley Identity Design Sketch

A REPEATABLE PATTERN

With an organic feel, this patterned identity was selected as an early favorite. It had the potential to be adaptable, flexible and symbolize growth. Initially the client liked this direction, but then another concept emerged…

CRAFTING A STYLE

The idea of using a signature for the new identity was chosen after much review. But it couldn’t be just any signature. It had to smooth, approachable and inviting.

REFINE

With the direction decided, we brought on one of the world’s best custom letterers to create a handwritten, utterly unique cursive signature.

CUSTOM CALLIGRAPHY

Our designer provided over three dozens options for the custom calligraphy. Kinsley gravitated toward a lighter, elegant rendering that was made to appear open and casual, but not quite whimsical. A signature that everyone wants to be friends with—and invited to their party. No detail was overlooked, including the spacing and dot above the i.

SIGNATURE SIGN-OFF

We splashed the bespoke logotype an energetic red, with signage highlighted by white backlighting to make it come alive with a refreshing, clean glow. The brand launched, with three store openings to start. Soon, Kinsley will have its first store outside of SoCal in upscale Scottsdale, Arizona, with more on the horizon.

We needed a brand identity for a next-gen retail concept that would relate to an astute millennial consumer. We also wanted it to evoke qualities of an established and authentic brand, mature beyond its years. Dave Waite and the Zookeeper team delivered a fresh, exciting logo and brand identity package that has been received extremely well by our customers and strategic partners. It is eye-catching, timeless, unique and one that we believe could have been as relevant 20 years ago as it will be 20 years from now.

–Lawrence Tanenbaum, President and CEO, Kinsley

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