KITCHENTOUCH
KITCHENTOUCH is dedicated to exploring cookware and related utensils. To establish the brand, the shapes of a pot, a frying pan and a soup ladle are integrated into the logo as elements of the capital letter K. The shapes of the cookware are reduced to create a sense of modern industrialism, while their arrangement refers to semi-abstract and non-figurative art styles. In addition to business cards, the brand design has been implemented consistently on posters, catalogues, packaging, color cards and boxes.
Logo Design
The shapes of a pot, a frying pan and a soup ladle are integrated into the logo as elements of the capital letter K. These shapes will also later appear in the typeface created for the brand.
shape of ladle as teardrop
shape of frypan as diagonal stroke
sideview of a pot resonates hairline and the stem
Brand typeface
Two typefaces are designed specially for the brand. From the logo letter K, a display typeface is created with shapes and characteristics derived from the products.
strokes refer to saucepans or pots, with the decoration and rounded lower corners.
the forms also refer to the rounded forms of products.
when bowls are cut by stems, the counters also refers to the shape of products.
diagonal strokes refer to the shape of the fry pans with round corners
teardrops are in the shapes of ladles
Another typeface takes the geometric shaps of kitchen utensils.
The soft connections refer to the soft lines and turnings of the utensils, and rounded forms display connections to the first typeface.
Brand colors
Traditional Chinese colors are expected to show originality along with the modern industrial designs. The color schemes of the murals in Dunhuang work inspired the choice of color.
CMYK 41, 91, 100, 7
RGB 167, 52, 6
HEX #a73406
CMYK 60, 11, 49, 0
RGB 112, 185, 153
HEX #70b999
CMYK 10, 21, 26, 0
RGB 236, 211, 188
HEX #ecd3bc
CMYK 44, 35, 33, 0
RGB 159, 160, 160
HEX #9fa0a0
CMYK 2, 2, 2, 0
RGB 250, 250, 250
HEX #fafafa
CMYK 90, 87, 87, 77
RGB 8, 4, 4
HEX #080404
Elements
Geometric shapes taken from the forms and perspectives of products that used to compose the image
Business Card
The business cards are composed with shapes, elements and the logo. The lower corners are made rounded to resemble the shape of a pot and aline with the branding.
Package Design
Color cards are used to attatch the utensils and present them on the wall. Same as the business cards, the color cards also have two round corners that refer to the shape of the products.
Package for an individual fry pan also has round corners unified with the brand identity. The elements are derived from abstractions of perspectives of a fry pan and the details such as nails and the handle.
The boxes for sets of fry pans and pots also include elements of products from different perspectives. The compositions are decided by the number of pieces and shapes of products wraped in the package.
Animated Posters
To explore more possibilities for digital advertising, animated posters are created for usage in various platforms.
