Kelsen is a clean and non-toxic personal care line. Founded by professional surfers, skaters, and industry experts, Kelsen is the collective’s answer in tackling current issues of climate change and sustainability.
Art Director: Mike Jorg
Creative Director: Dino Manuel
Junior Designer: Sofi Rodriguez
Junior Designer: Sierra Taoatao
The Ask
Establish brand guidelines and apply to personal care packaging.
The Strategy
Kelsen was inspired by balance and the meaning of the word itself: the centerline of a ship’s framework. In order to have a unisex appeal we used lowercase letterforms while containing the wordmark in a stroked rectangle to create the balance.
The visual system was inspired by land and sea. The flowing abstract shapes are a key element of Kelsen’s visual language. They are inspired by topographic maps as well as broken fragments of micro-plastics. The cross hatch ingredients used are illustrated to convey a scientific visual in a beautiful impactful way.
