Kindred - Branding
Kindred – Premium Parenting Products is a holistic brand identity I conceived and directed, from strategic positioning to visual execution.
Client - KINDRED
Date - 2024 - 2025
Service - Creative Direction
Concept
The concept ties curated minimalism to emotional reassurance: pared‑back forms and generous white space echo calm, whereas pops of colour and 3‑D gradients ignite curiosity and developmental play. Conscious materials and a value proposition of “premium parenting products” position Kindred far from mass‑market competitors, creating a community that values aesthetics, sustainability and expert curation.
Services
Creative Direction - Branding - Concept Development - Brand Strategy - AI Imagery
Process
The creative process began with brand‑DNA workshops that defined attributes, values and audience, followed by a strategic framework covering value proposition, objectives and category architecture. This informed a flexible identity system—logo hierarchy, color logic, type scales—and a visual language rooted in Proxima Nova and tactile gradients. Prototypes were tested for color fidelity, accessibility and manufacturing constraints, culminating in a 60‑page identity manual that secures consistency across packaging, digital touch‑points and future collaborations.
Credits
Creative Direction, Brand Strategy, Visual Identity, Packaging, Copywriting © 2025 — Kindred brand system created by Julian Mesa Velasquez, Creative Director. Photography © 2025 — Felipe Pineda, Photographer. All rights reserved. No part of this project may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without prior written permission from the rights holders listed above.