KR R R.
Client
Kreatur International
Industry
Sustainable Fashion
Services
Naming, Concept, Logo & Corporate Design, Product Photography, Content Creation
About
Kreatur International began as an idea that sat in ONOGRIT’s drawer for years: a project to protect biodiversity. When the pandemic brought everyday life to a standstill, we knew it was time. We were our own client, which meant total freedom and one tricky question: when do you stop? The result is our sustainable fashion label, built on Life-Centred Design and dedicated to endangered species. 20% of net profits go to organisations that preserve biodiversity. Because it’s time to treat the world’s species like the limited editions they are.
Results
How do you name a project about a global crisis? And how do you design a brand that irritates for a moment and then makes people curious? Kreatur International works in every language without translation. The missing letters in the logo show what is disappearing, and read aloud they sound a little painful: KR R R. Our test came from Otl Aicher: a good logo is one you can draw in the sand with your big toe. Ours passed. Behind the brand sits Life-Centred Design: solutions are only good if they work for all ecosystems, including the stakeholders we usually forget. Is that easy? Not at all. But there are always alternatives, you just have to find them, and sometimes invent them. Or, as Alexander von Humboldt put it: “Everything is connected to everything.”
