Brand design and digital products
Kalè Cosmetics
Kalè starts from a blank page and one clear idea: that skincare can be essential without being dull.
About
The pyramid of values
A brand’s values define how a brand behaves, how it decides and how it relates to people, before anything it says or sells.
They are working principles that guide behaviour, strategic choices and tone of voice.
The brand archetypes
Archetypes are universal models used to describe the behaviour and the personality of an individual.
Applied to branding, they help communicate a brand’svalues, its aspirations and its essence clearly.
50%
The Innocent
Personality
Simple and genuine, it brings freshness and optimism. It lives without guile and believes in the beauty of small things.
Strengths
Carries positivity and authenticity.
Weaknesses
Can seem naive or unrealistic.
30%
The Caregiver
Personality
Offers unconditional support and protection. Reassuring and dependable, it brings empathy and safety to the people around it.
Strengths
Builds trust and solid relationships.
Weaknesses
Can be too protective.
20%
The Sage
Personality
Dependable and thoughtful, its knowledge is a beacon for anyone looking for answers. Offers a clear view and guidance grounded in logic.
Strengths
Offers dependable guidance and knowledge.
Weaknesses
Can come across as distant or know-it-all.
Brand promise
Colour palette and type
Concept and construction of the mark
The mark comes from fusing a square bracket and a curly brace: two shapes that look unrelated until, together, they turn naturally into the brand’s K.
Let’s talk about your project
A 30-minute call to get to know your project and weigh up its potential, together.