KITS, a distinctive eyewear and café spot in Vancouver's Kitsilano neighbourhood, offers premium eyewear at accessible prices, staying true to its local community and commitment to quality. In addition to their exclusive KITS brand, they showcase a curated selection from local designers.
I saw an opportunity to reimagine KITS' visual identity, aligning it with the store's local pride and enhancing its ability to communicate its unique blend of services.
Concept Development Process
While researching Vancouver’s neighborhoods, I discovered Kitsilano’s unique mix of parks and beaches, home to the city’s largest waterfront. This inspired me to weave the neighborhood’s natural beauty into the branding.
Additionally, I explored coffee culture, studying key terms and imagery tied to its identity, reflecting KITS’ dual role as a café.
Logo Development
While researching nature and coffee imagery, I found harmony in the fissure line of a coffee bean—the wavy crack down its center—which inspired the integration of a shoreline element into the logo.
To emphasize KITS’ primary role as an eye care store, I balanced the café, nature, and eye care themes by using the silhouette of glasses—iconic and instantly tied to eye care.
