I developed the branding and identity for Kinis, a barefoot apparel startup in Richmond, VA.
Branding, Visual Design
Digital Identity & Branding
Kinis is a barefoot apparel startup based in Richmond, VA. They launched with a prototype and a mission: raise awareness about the benefits of barefoot exercise and equip people with the footwear necessary to make the switch. They sell a line of high-performance socks and padded barefoot training socks. I was brought on to develop their brand identity and style guide.
The challenge was to translate a core belief and physical product into a visual form. The founder was extremely passionate about his product and mission, and he had some initial assets to work off of, but he was not great at articulating his vision for the brand identity. We quested through many rounds of feedback and revision to discover the perfect visual manifestation of Kinis.
Kinis is all about the future of exercise and the movement to barefoot training. Much of the research supporting barefoot exercise hearkens to the habits and practices of our ancestors, who lived their entire lives sans shoes. Thusly, the brand identity pays homage to early human cave art while utilizing sleek and modern curves to link past and future.
The logo seemed a natural place to begin. Although the product was footwear, I wanted to experiment with the inclusion of a full human body in the logo. The completed design depicts a human figure set against a red rounded-corner square. The forward tilt of the figure gives off an impression of motion, while the rounded stroke matches the wordmark and contributes to the impression of sleek efficiency.
This logo also works quite well because of its relation to the heart of what Kinis is all about. To put it briefly, Kinis believes that the human foot is a biomechanical masterpiece and stuffing it into a shoe negates its natural function. This logo hearkens back to the time of our species' distant ancestors—before the concept of a shoe existed, and everyone was barefoot—and the figure paintings found on the walls of caves.