Karibu - Brand Identity for Candle Company
A client asked me to design a new brand they are launching: Karibu, which sells homemade candles and other related wellness products. They wanted the brand to feel clean and natural, and to reflect a commitment to good environmental practices. They also asked for it to be elegant and to relate to the user's spiritual journey and well-being.
Brand Concept: Natural, Earthy & Elegant
Karibu has a clean and minimalistic aesthetic combined with natural elements. It has a sophisticated and elegant feel to it. It focuses on sustainability and the desire we have to connect with nature. The brand conveys a sense of calm, and relaxation.
Visually, it features earthy tones and neutral colors, simple and elegant typography, and natural textures such as wood, stone, clay, or natural elements like plants and peaceful landscapes, alongside elegant accents.
The visual language conveys a sense of grounding and serenity, encouraging customers to embrace their spiritual journey in a natural way.
Visual Attributes
Natural & Earthy: A connection to the environment and a commitment to sustainability. The choice of colors, textures, and imagery have a grounding and natural aesthetic.
Warm & Welcoming: A sense of inclusivity and friendliness. A friendly and conversational tone creates an environment that feels comforting. The overall visual style exudes a sense of friendliness.
Calm & Relaxing: A serene and peaceful atmosphere. Clean lines, minimalistic design, and clear spaces give a sense of simplicity and calmness.
Elegant: A graceful and modern aesthetic. A minimalistic feel, and graceful compositions craft a visual identity with an air of sophistication.
Logotype
The serif typeface for the logo embodies an elegant yet approachable aesthetic. With its low contrast, it has a nice balance, sophisticated without being overly formal. It feels natural and warm, with an inviting feel, capturing the essence of the brand's values. Its refined curves and gentle serifs evoke a sense of quality.
Symbol
The symbol is a symetric, flowing shape inside a diamond container, that features many elements that relate to the brand attributes, concept and products. In the middle there’s a flame, related to the candles, the main product. There’s also an infinite shape, that is related to spirituality, and well-being. Finally, there are some leaves in the shape of a lotus, related to nature and sustainability.
Complete logo
Logo elements can be separated and used individually. The symbol and typography can exist on their own with or without the tagline.
Color Palette
Typography
Application Examples
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