IKI — ZenElegance

Brand Identity
Art Direction
Packaging
Digital

Hang tag — Collection 01

01 — Overview

IKI —
ZenElegance

IKI is a conceptual fashion brand built around the Japanese idea of iki: understated elegance, simplicity and conscious living.

The identity explores the balance between contemporary minimalism and a quieter, more tactile approach to fashion.

Role: Brand Designer
Scope: Identity / Packaging / Art Direction / Digital
Project: Conceptual brand
Year: 2025
Tools: Illustrator

02 — The name

粋

Understated
elegance.

The name comes from iki, a Japanese ideal of style that doesn’t announce itself — authentic, simple, without display. The identity is built to behave the same way.

03 — Principles

Three rules decide what stays — and what goes.

01
Minimalism
Visual simplicity and intentional design.
02
Consciousness
A considered approach to materials, production and consumption.
03
Timeless elegance
A visual language designed to exist beyond short-term trends.

04 — Logo system

Three letters. Nothing extra.

A narrow sans wordmark over a monospaced tagline. Two states — black on white, white on black — and the wordmark alone when space runs short.

Primary Black on white — preferred

Reversed

Wordmark No tagline

Clear space 3 × stem on every side

Minimum size — shown at 1:1

70 px

37 px

Below 70 px the tagline drops

Misuse

Don’t rotate

Don’t recolour

Don’t outline

Don’t stretch

05 — Typography

Cutive Mono

The monospaced typography introduces a subtle utilitarian and editorial contrast to IKI’s restrained visual language.

Display 42 pt / −30: Quiet form
Body 14 pt / −30: Every garment is chosen to be worn often and kept for years.
Support: SF Pro · Roboto

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789 — & / ( ) . , ;

06 — Colour & material

Black and white carry the brand. Colour is for cloth.

Core

Jet Black

HEX: #000000
CMYK: 0 0 0 100
PMS: Black C

Core

Pure White

HEX: #FFFFFF
CMYK: 0 0 0 0
PMS: Process White

Hands arranging a fabric swatch book in blue-grey and stone tones — Textile referenceSwatch book

Textile palette

Six muted tones reserved for fabric. They never appear in the logo — only in what people wear.

Deep Gray#48555F
432 C
Slate Blue#4E5166
7541 C
Blue Gray#7C90A0
646 C
Ashen Beige#B5AA9D
7530 C
Stone Gray#B9B7A7
7534 C
Charcoal Gray#747274
430 C

07 — Art direction

Natural light. Neutral rooms. The garment first.

Natural light
Neutral environments
Texture
Restrained composition
Product-focused

Model in a navy sweater wearing a washed black IKI cap against a pale wall — Embroidered capSoft daylight, flat backdrop

Portrait of a model in a stone overshirt and grey IKI cap — CastingStone, white, grey

Full-length model in black T-shirt and trousers on a white background — ReferenceSilhouette

Stack of folded white, black and grey T-shirts — ReferenceProduct as subject

Model in olive overshirt and light denim on white — ReferenceTexture over pattern

Casting and styling references selected for the brand book’s photography guide — the brief for every shoot.

08 — Touchpoints

Small objects, same rules.

Business card, thank-you card, label and envelope — black, white and one typeface, so each piece reads as part of the same set.

Black IKI thank-you cards scattered around a white card with a handwritten-style note set in Cutive Mono — Thank-you card150 × 105 mm

Hang tag & business cardBlack board, white print

IKI business card resting in a white moulded tray — Business card85 × 55 mm — 300 g/m²

Envelope324 × 229 mm

Round IKI stickers on a pale grey surface — Label50 × 50 mm

Woven neck label — the wordmark alone, as the minimum-size rule asks.

09 — Packaging

Open here. Reuse me.

Mailer boxKraft, one ink

Open IKI box with white, teal and black T-shirts folded on tissue paper — UnboxingTissue, woven labels

The box speaks twice. Outside, one instruction: open here. Inside, one request: reuse me. Everything else is the material.

Material: Kraft board — 340 g/m²
Size: 350 × 250 × 100 mm

Open kraft box with “Reuse me” printed inside the base — Inside“Reuse me”

Tote bagDTG print

10 — Campaign

Three lines. One voice.

A poster family on a shared grid: logo top-left, line bottom, the same rule and folio. Background and crop change; the system doesn’t.

11 — Out of home

Flat first, then the street.

MUPI — artwork1200 × 1750 mm

IKI MUPI posters installed in a bus shelter on a tree-lined street — In contextBus shelter

One figure, one logo, one QR. The frame lines come from the print ad, so the street and the magazine share a layout.

Format: MUPI, 1200 × 1750 mm
Stock: 150 g/m²

Backlit IKI MUPI at dusk on a quiet street — At dusk

12 — Editorial

IKI — Collection 01

A lookbook study: cover and two spreads, set in the brand’s monospace with generous margins and a single image per idea.

13 — Digital

The shop, in the same voice.

Oversized wordmark, a single rail of garments and monospaced controls. The e-commerce borrows the print grid instead of a template.

Desktop — Home / Collection1280 px

Home: Wordmark at full height, one rail of garments
Collection: Black monospaced filters, three-up grid
Product: Neutral backdrop, garment centred

Nothing on the page is decoration: the logo does the branding, the clothes do the rest. On mobile the rail becomes the hero and the grid drops to two columns.