Shelley Batuyong
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Kai D Utility

The challenge: To reflect Kai D. Fan’s commitment to slow fashion—the idea that clothes should be long-term investments that outfit generations—in a visual identity for his locally-made Menswear brand.

The solve: Embrace the era that inspires Kai’s collection. The brand name and its modifiers are set in century-old Copperplate Gothic to convey strength, masculinity, and timelessness. Like his clothing, the supporting cast of eclectic type and engraved illustrations tread between being hand-done and machine-made. As a final touch, textured stocks in kraft and natural colors provide tactile reinforcement. Design included: branding, illustration, lookbooks, sales collateral, in-store material, packaging, and digital marketing.

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