KC
Three routes for Kindred Co.
Our sample D2C brand, Kindred Co., makes small-batch home fragrance sold online. Here are three directions a designer, or Astitva, would explore.
Kindred Co.
Route 1 · Wordmark
The name is the logo
A characterful serif wordmark, set larger than you think, for packaging fronts.
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Route 2 · Monogram
Built for the app icon
A stamped monogram for seals, stickers and the box lid.
Kindred Co.
Route 3 · Symbol and name
A mark that means something
A small hand-drawn mark beside the name, for social avatars and tags.
The typeface does most of the work
A soft serif with personality makes the brand feel crafted, like a label someone designed by hand. Kindred Co. uses Fraunces.
Kindred Co.Website header
Kindred Co.Pitch deck footer
Kindred Co.Email signature
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App iconKC
32 pxK
FaviconThe size test: a logo that only works big is not finished.
The background test
Your logo will sit on photos, dark screens and printed paper. Check every combination before you commit.
Kindred Co.
Kindred Co.
Kindred Co.
Kindred Co.
Skip the D2C clichés
Customers have seen these on every competitor. They make a new brand look borrowed.
Generic leaves on everythingShopping bags and cartsScript fonts copied from wedding invitations
What works in D2C
- A wordmark big enough to be the packaging hero
- A secondary mark that works as a sticker or wax seal
Brand feel to aim for
Half the category uses sage green and beige. On a crowded feed, that blends straight in.
WarmCraftedGiftable
Test
Print the logo on your actual pack at real size and take a phone photo from two metres away. Can you still read it?
From brief to logo in four steps
Write the strategy
Positioning, audience and voice decide what the logo must say.
Explore three routes
Wordmark, monogram and symbol. Compare them side by side.
Run the tests
Small sizes, backgrounds and the real places customers see it.
Lock the rules
Clear space, minimum size and colours, written in a brand book.
Questions
What type of logo is best for a D2C startup?
Most early D2C startups do best with a wordmark, because people learn the name faster. Add a monogram for the app icon and a symbol only when it says something specific.
Which logo ideas should a D2C startup avoid?
The category clichés: generic leaves on everything, shopping bags and carts, script fonts copied from wedding invitations. They make you look like everyone else.
How do I test a logo before using it?
Print the logo on your actual pack at real size and take a phone photo from two metres away. Can you still read it?
Can Astitva design my logo?
Yes. Astitva writes your brand strategy from a short brief, then draws three custom wordmark routes. You pick one and get it finished with usage rules. New accounts get 50 free credits.
Get three logo routes for your startup
Astitva writes your brand strategy, draws three custom wordmark routes, and finishes the one you choose with usage rules and a brand book.
Start free with 50 credits