Brand Identity Design & Naming
Client: a kind of
Role: Visual Identity Design, Brand Strategy, Naming, Art Direction
Year: 2024
Overview
a kind of is a hair salon located near Dosan Park in Gangnam, Seoul.
I led the project from naming to the development of the full brand identity.
Rather than presenting a fixed style, the brand is designed as a space where individual nuances, moods, and moments can surface naturally.
Concept
Most hair salons focus on outcomes.
a kind of focuses on process and state instead.
Rather than emphasizing a finished look, the brand centers on subtle textures of the present moment — leaving space rather than making bold claims.
It avoids fixed definitions, allowing each visit to become a slightly different choice.
Naming
a kind of is intentionally an incomplete phrase.
By leaving the sentence open-ended, the name resists a single fixed meaning.
a kind of you
a kind of change
a kind of style
The name functions as both an attitude and a flexible system — one that adapts to people and moments.
The visual identity follows the same principles.
Restrained typography, muted color tones, and understated graphic elements.
The logo stays in the background, allowing the space and the people to remain the focus.
The system extends consistently across touchpoints — from business cards and signage to packaging and digital menus.
Each application is designed not to stand out, but to quietly integrate into the experience.
a kind of does not propose a single style. It exists in an undefined state.
Within that openness, people and moments take center stage.
