Each color represents
one fit, one woman,
one lifestyle.

Project: KIIND OF
Client: Graj + Gustavsen
Services: Art Direction, Visual Identity, Branding

KIIND OF is a New York-based denim brand and a collaboration with New York Strategy Firm Graj+Gustavsen and Creative Director Beth Fazio. The name is inspired by jazz album Kind of Blue by Miles Davis. The overall tone is minimalistic with a metropolitan touch. The denim jeans are available in seven cuts and meant to fit every type of body. To simplify the experience and guide every woman finding the right fit, a branding system was created around a color palette. Each color representing one fit.