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Kloth wordmark in mint on cobalt blue

Branding · Visual identity

Kloth

You have to step outside what’s familiar before you find what actually looks like you.

A full identity for Kloth, an AI-Twin-first, try-before-you-buy fashion platform. A wordmark with a person hidden in the K, a loud four-colour palette made to survive the scroll, and a system that runs from strategy to hang tags, mailers and woven labels.

Client
Kloth
Year
2026
Role
Branding
01

Strategy

India’s AI-Twin-first, try-before-you-buy fashion platform, for people who want proof before they pay.

Strategy slide: five friends in denim with stickers beside What we are, Positioning and Who we're for
02

The mark

Every K starts with a straight line and a step away from it. That first step is split off: a person stepping out of the line.

The Mark slide: the person hidden in the K, with the construction sketch
03

Colour & type

Fun mints, Femme Coral, Cobalt blue and “this ain’t black”, set in Chillax Bold, Poppins Light and Instrument Serif Italics.

Colour slide: the wordmark on Fun mints, Femme Coral, Cobalt blue and This ain't black Fonts slide: Chillax Bold, Poppins Light and Instrument Serif Italics
04

Logo in use

Clear space measured with the mark’s own dot, and the wordmark on every brand colour.

Logo usage: clear-space rules using the dot element, and the logo on each brand colour
05

Image treatment

Loud for marketing, built to survive the scroll. Editorial and calm inside the app.

Image treatment for marketing: a bold poster moodboard beside the reasoning Image treatment for in-app and product: editorial lookbook references
06

Two sides

Anything with a front and a back tells the same story: before you find your style, and after.

A lot of people struggle to know what their style is: what their look should be, what to wear. Kloth helps them find it. At first the logo just reads as a word. Only later do you notice the K is a person, someone who was unfound before and has stepped out into who they can be. Every two-sided piece of print carries that idea: one side dark and muted, the other bright and bold.

Side one · Before

Unfound.

Dark, muted, a crowd of identical figures. The style you haven’t found yet.

Side two · After

Found.

Bright, bold, unmistakably you. Unlock your true fashion through Kloth.

Hang tags: a bright cobalt K-pattern side and a dark side with one coral figure stepping out of the crowd
Hang tag, both sides: one coral figure steps out of the dark crowd. Flip it over and everything comes alive.
A black bubble mailer printed with the figure pattern, one figure in coral
Mailer: the dark, muted side, with one figure already stepping out.
07

Applications

Cards and woven labels, all carrying the stepping-out figure.

Business cards in cobalt, coral, mint and black on kraft stock Woven Kloth label on denim: We're loud about getting your attention

Ready to step out of the line?

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