Kelsen Products
Brand Guide

Creative Direction: Dino Manuel
Art Direction: Mike Jorg
Senior Designer: Ralph Rodriguez
Designer: Sofia Rodriguez
Designer: Sierra Taoatao
Project Manager: Joy Bale

Balance was key when coming up with the identity for Kelsen. This was inspired by the meaning of the word itself: the centerline of a ship’s framework. In order to come off as not to strong or masculine, lowercase letterforms were chosen. Equal spacing on all sides of the wordmark, to the containing stroked rectangle was gridded out to create the balance we wanted to come across.

Kelsen’s brand values all equate to a cleaner and more environmentally friendly product line up. Natural ingredients are the majority of how the products and packaging are made and produced. The ingredients used are illustrated in a crosshatch manner to convey a scientific visual in a beautiful impactful way.

Flowing abstract shapes are a key element of Kelsen’s visual language and graphics system. They are inspired by topograhpic maps of both the land and the oceans as well as broken fragments of micro-plastics. The line that we have drawn represents the difference in generic offerings.