Question the starting point.
Evaluate the proposed webshop before treating it as the answer.
Selected work / Kartik
Strategy → Identity → Web
KARTIK
A clearer brand.
A business-led direction.
Brand strategy & visual identityBuilt around the business.
01 / The brief
START WITHTHE BUSINESS.
Kartik approached the project with two ambitions: refresh the brand and launch a webshop.
Before moving into design, I researched the market and assessed whether direct-to-consumer e-commerce was the right direction for the category. That work changed the brief.
02 / The strategic decision
THE BRIEF CHANGED.
THE DESIGN FOLLOWED.
The research led me to recommend a different route: a fully B2B focus. For Kartik’s category, a webshop did not appear commercially justified. The rebrand and website were developed around that decision.
Defining the business
KARTIK
A house of brands.
Kartik is the parent company that creates, owns and distributes its own brands, with production entrusted to trusted partners.
Define the right audience.
Orient the business and its communication towards retail and distribution partnerships.
Build from the strategy.
Translate the B2B direction into a coherent identity, website and content.
Proposed webshopB2B brand & catalogue
03 / Visual identity
A FAMILIAR NAME.A NEW EXPRESSION.
The name stayed. The visual language became calmer and more consistent, with a geometric wordmark, warm neutrals and a restrained gold accent.
The mirrored first K pairs with the final K, a subtle reference to a pair of socks. The identity is supported by clear rules for typography, colour and everyday communication.
Cream#FAF8F5
Ink#2C2C2C
Gold#B08968
Beige#F2ECE3
Headings / Playfair Display
Every day. Every occasion.
Body / Inter
Clarity in every detail.
04 / The system in use
MADE FOREVERYDAY BUSINESS.
The identity extends into business communication: cards, correspondence, offers and a consistent email presence.
05 / Website & content
BUILT FORB2B.
The website follows the strategic direction: introduce the business, make the range easier to explore and provide a clear route to an enquiry.
The project also included content writing and copywriting for the website, shaping the brand introduction, product information and calls to action around Kartik’s B2B direction.
Brand presentation, product information and the contact journey work together. The site supports a conversation with Kartik rather than a checkout.
Explore the live website ↗Explore the range.
A structured collection with product details, colours and sizes.
Understand the business.
A coherent presentation of the company, its brands and its offer.
Start a conversation.
Direct contact and an enquiry form for product and partnership questions.
06 / Editorial imagery
REAL PRODUCTS.A NEW CONTEXT.
Using photographs of the actual products as references, I generated AI-assisted editorial imagery for the new website.
The images place the collection in a consistent visual world, extending the new identity into product storytelling and website content.
01 / 06
The project in one line
A STRATEGIC SHIFT.ONE COHERENT BRAND.
A B2B direction, a refreshed visual identity and a website built around the way Kartik chose to do business.
Next step