KT by Knix x Pattern

WE LEARNED —

In the last decade, women’s marketing has completely changed. The revolution was fueled by new brands that actively empower women. Today we are living in the future that these brands promised us — and it’s time to focus on the needs of the next generation.

THE ASK —

Already a successful brand in its own right, Knix came to Pattern looking for a dynamic and bold brand strategy, visual identity and brand voice refresh for KT - their line of leakproof underwear for teens.

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WHAT WE DID & HIGHLIGHTS —

Diving deep into customer research and the Gen Z mindset, we began to shape our thinking around how today's young people define themselves beyond simply the shape and functions of their bodies. As we started building out a new brand strategy & framework, we saw an opportunity within the landscape to evolve KT from a product & benefit focused position to a manifesto — a promise to support the infinite potential of the next generation.

We ultimately landed on "Bleed Confidence" as the core truth of the new brand platform and then focused on developing the new KT brand identity and voice around a new set of core values that strives to break taboos, promote progress over perfection, educate and empower.

One of the things we leaned into early on in the design process was the idea that we could be more dynamic and less precious with the logo, and use it instead as a tool to convey diversity and a range of emotions & styles, reflective of the audience it is intended to serve. As we developed the brand system, we strove to maintain a feeling of creativity and visual vibrance that paired well with a bold and confident voice that wasn't afraid to use humor to make light of life.

Throughout the project, Pattern took a digital-first approach to brand identity creation which meant that the brand identity was designed with digital channels as the primary touchpoints. This allowed for a more streamlined and consistent experience across all channels, from web site to social media to email marketing. We worked tirelessly to ensure that each interaction point - from social, email and SMS to OOH, eCommerce and unboxing - felt connected into the overall KT brand narrative.

Consumer Insights
Brand Strategy
Branding & Visual Identity
Brand Voice & Copywriting
Art Direction
UX Design
UI & Visual Design
Motion & Interaction Design