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Chrome KNG crown between two sparkles over a repeating KNG wordmark pattern

KNG

KNG is a conceptual fashion house: an ultra-high-fashion label imagined from the cover art of Bully, Kanye West's album, and the idea behind the song "King."

The challenge

Turn a reference with a strong attitude into a brand that stands on its own. KNG had to feel heavy, exclusive and sure of itself, without quoting the album or sounding like a luxury label trying too hard.

What we did

We started with a deep exploration of moodboards, style frames and references, and set one rule for every decision: the garment comes first. The weight, the fabric and the cut lead, and the reference's attitude sits underneath.

From there we built the system. A short wordmark with a crown mark, a black-and-white language with heavy grain and high contrast, chrome lettering for the big moments, and a tone of voice written around the clothes: wear the weight.

The result

A complete brand system: identity and wordmark, visual language, collection concept, tone of voice and copy, and applications across editorial, packaging, posters, billboards, stationery and lifestyle.

The KNG crown symbol and wordmark in black on a grainy off-white field Chrome KNG wordmark under the line wear the weight, on black A KNG campaign image in black and white: a figure projected at the end of a mirrored corridor Chrome lettering reading KING [09.26] over script KNG lettering on brushed metal
Poster reading WEAR IT over a close-up of a grin with grillsPoster of a hooded figure in a long black coat over a KNG pattern, captioned Cut to be worn, not keptPoster of a man in a heavy black coat above a chrome KNG wordmark
Typographic poster reading MONOCHROMATIC BY CHOICE over script lettering Layout with eight photos of a figure in a sweeping black coat around the line WEAR THE WEIGHT A KNG shopping bag on the street beside a KNG billboard on a building A KNG street kiosk at night beside stacked KNG boxes held in a hand An open KNG editorial magazine spread with fashion portraits A KNG lookbook spread of puffer coats on a concrete floor

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