We rebranded kikki.K, one of the world’s leading stationery brands, and developed the creative vision behind their metamorphosis into a lifestyle brand.
Our rebrand for kikki.K came at a pivotal time for the company. Founded in Melbourne in 2000, kikki.K quickly grew to become one of the leading stationery brands in the APAC region and beyond. As the company evolved, however, they needed a refreshed creative vision to lead them into the future. Our partnership with kikki.K began with a brand audit to inform the direction of the rebrand, followed by a refined strategy, brand system, and guidance on real-world touchpoints like web and social.
Brand Audit
Brand Strategy
Tone of Voice
Social Expression
Brand Identity
3D Visualizations
Retail Advisory
Packaging Direction
A modernized wordmark
kikki.K’s refined wordmark infuses the brand’s signature spirit with a contemporary sensibility. The kerning was standardized, and the weight of the k’s and dots above the i’s were rebalanced. We also opened up the inktraps to allow for a more modern silhouette and to enable the wordmark to scale down to small sizes, such as on pens.
Developing strategy & tone of voice
The post-pandemic years permanently changed our relationship to work and, by extension, stationery. The audit showed that kikki.K’s customers were seeking more than analog tools, which were increasingly replaced by smartphones and computers. Through strategy, we helped the brand turn a new page: repositioning from a stationery company to a lifestyle brand that helps people navigate their lives in style. This broader focus enabled expansion into clothing, accessories, luggage, and more. Guided by this strategy, we developed a tone of voice that is bold and purposeful yet playful, encouraging curiosity at every touchpoint.
An elevated type system
When refining kikki.K’s type system, our aim was to develop one that felt simultaneously aspirational yet approachable. Heavily inspired by editorial, the serif Publico balances out the modern warmth of Apercu.
A fresh color system
Inspired by the brand’s roots in stationery, Paper White and Graphite Black create the foundation for kikki.K’s color system. A bold Brand Green adds depth, bringing a contemporary flair to the system.
Visualizing a retail environment
We developed a series of 3D visualizations to explore how the new system could be applied to product and retail. These renders helped guide kikki.K’s real-world evolution, informing how it should show up through product and the physical environment of its stores.