A yellow sweater,
and a little black tie.

The bulldog in its yellow-ground colourway: black sweater and little tie — The yellow-ground colourway, where the sweater turns black — as set out in the book

00The project

Client: KK-Lover
Sector: Pet brand
Year: 2019

KK-Lover wanted a face people would remember. We drew a French bulldog glancing up, in a yellow sweater, white collar and little black tie, and set it beside a fine, rounded wordmark whose double k is cut heavier than the rest. A twelve-page identity book took it from the drawing board to the gift box.

Character illustration
Wordmark
Stacked & horizontal lockups
Colour & type standards
Bags & gift boxes
12-page identity book

01The character

One ink line.
One yellow sweater.

The dog is drawn in one ink line that swells and thins with the form — heavy at the ears, jaw and paws, a hairline across the face. Colour is kept for the clothes: yellow sweater, white collar, black tie. The wordmark follows the same idea, a bold kk and a light “‑lover”.

The original KK-Lover bulldog: yellow sweater, white collar, black tie — The character, from the master file

Wordmark · yellow on black

Logo structure · book, page 4

02Colour

Yellow, black, white.
Nothing else.

The book gives one yellow and one black, each with tints from 80 to 20 per cent, and three grounds for the signature. On white the dog keeps its yellow sweater; on yellow the sweater turns black; on black the line itself turns yellow.

KK-Lover stacked signature on white — On white

KK-Lover horizontal signature on white — On white

KK-Lover stacked signature on yellow — On yellow

KK-Lover horizontal signature on yellow — On yellow

KK-Lover stacked signature on black — On black

KK-Lover horizontal signature on black — On black

Yellow#FDB615 · RGB 253 182 21
CMYK 0 32 100 0

Black#000000 · RGB 0 0 0
CMYK 75 68 67 90

Typeface page from the identity book: Gotham Bold and Gotham Book specimens — **Typeface**Gotham Bold for headings, Gotham Book for text · book, page 8

03Packaging

Bags and boxes,
dressed the same way.

The book closes on four pieces: a white carrier bag and a white gift box with a yellow base for every day; a black bag and a charcoal box with the signature in gold foil for gifts. Below, each is redrawn flat from the book’s pages, using the original logo files.

White for every day,
black and gold for gifts.

One ink line.One yellow sweater.

Yellow, black, white.Nothing else.

Bags and boxes,dressed the same way.

One ink line.
One yellow sweater.

Yellow, black, white.
Nothing else.

Bags and boxes,
dressed the same way.