Brand identity design for KIJANI

Shaping a Sustainable Brand

Switzerland-based KIJANI, is a company dedicated to crea­ting sustai­nable consumer products with a focus on organic, renewable, and up-cycled materials. Specia­lizing in bamboo and hay drinking straws as well as bamboo tooth­brushes, KIJANI’s mission is to offer eco-friendly alter­natives to everyday items.

Client

KIJANI, Switzerland

Industry

Sustainable Consumer Products

Services Provided

Branding, Logo Design, Iconography, Web Design, Social Media Strategy, Web Shop Development

Target Audience

B2B wholesale, B2C

Objective

The primary goal for KIJANI was to build a robust brand identity that not only stood out in a competitive market but also authentically communicated the company’s commitment to sustainability. This included establishing a comprehensive digital presence and crafting a market strategy that adapted from B2C to B2B focus due to strategic shifts.

Shifting Target Audience

KIJANI’s primary audience transitioned from individual consumers to B2B clients such as supermarkets and online shop portals, driven by a strategic pivot from B2C due to cost-effectiveness and market reach considerations.

The major challenge was the initial B2C model, which was not cost-effective due to high marketing costs outweighing profits. The shift to a B2B model necessitated a rapid reevaluation of marketing and sales strategies.

Color Inspiration

The color palette of KIJANI is dominated by a vibrant lime green, reminiscent of lush bamboo forests, symbolizing growth and renewal. This choice not only highlights the eco-friendly nature of the products but also stands out visually in marketing and product design.

Image showing bamboo forest with color swatches indicating the inspiration for the colors used in Kijani’s sustainable brand design. Highlighted color codes are #333132 (dark grey), #3AAA35 (vibrant green), and #95C11F (lime green), representing Kijani’s eco-friendly and nature-inspired branding.

Logo Design & Iconography

KIJANI’s logo integrates a bamboo silhouette within a square block, featuring robust, blocky typography to ensure visibility on various textures like recycled materials and jute bags. The green color and bamboo design directly reflect the sustainable ethos of the company, ensuring that the logo is both memorable and meaningful.

The iconography in KIJANI’s branding is designed to be self-explanatory, supporting the sustainable narrative of each product. Each icon is crafted to convey the eco-friendly benefits and uses of the products, enhancing customer understanding and engagement.

The original Kijani logo with the icon having the light- to darker green fade and the lettering being in black.
Grayscale version of the Kijani logo
White Kijani logo on a black background.
Green line icon set for Kijani, featuring icons that represent bamboo stalks, a plant sprouting from soil, wheat sprig, a cup with a straw, a recycling symbol with leaves, a bag of fertilizer, a fish caught in a plastic bottle, an antibacterial symbol, and a dishwasher. These icons illustrate Kijani’s commitment to sustainable and eco-friendly branding.

Webdesign

KIJANI’s website focuses heavily on product visibility and sustainability education. Features like detailed zoom on product images and extensive information about the eco-benefits of bamboo and hay underscore the usability and environmental advantages. The web design is clean, user-friendly, and aligned with the company’s green branding.

Web Shop Development

Originally designed for B2C sales with Shopify integration and Instagram shopping, the web shop was later restructured to focus solely on B2B clients. This shift involved scaling down direct consumer sales in favor of a more streamlined approach to wholesale transactions.

Minimalist white computer setup with a monitor, keyboard, mouse, and mouse pad against a green gradient background. This backdrop is used for Kijani’s website animation, showcasing their eco-friendly brand design and seamless user experience online.

Corporate Design

KIJANI’s corporate design extends to letter paper, envelopes, and folders, all of which carry the brand’s signature green palette and bamboo motif. This consistent use of design elements across all corporate materials not only enhances brand recognition but also underscores the company’s commitment to sustainability at every point of communication. The corporate materials are crafted from recycled or eco-friendly materials, reinforcing KIJANI’s environmental ethos in every client interaction.

Corporate design set for Kijani featuring a green color scheme with bamboo patterns. Includes an envelope, letterhead, business card, presentation folder, and thank you card. The letterhead and folder highlight the message ‘Welcome to the greener side of life!’ The business card displays the Kijani logo and contact information. The thank you card reads ‘Thank you for making a difference!’ This cohesive design emphasizes Kijani’s eco-friendly brand strategy and distinctive green identity.

Business Cards

The business cards for KIJANI maintain the brand’s color scheme and use a clean, minimalist design that features the logo prominently. This design ensures that the sustainable message is clear and consistent across all physical branding materials.

Business cards for Kijani shown on a wooden surface against a green background. One card displays the Kijani logo on a green background, while the other includes contact details for Niels Forcadet with the tagline ‘The Greener Difference.’ The design reflects Kijani’s strategic brand transformation and distinctive eco-friendly identity.

Social Media

KIJANI uses its social media platforms to promote a lifestyle aligned with sustainability. The strategy involves integrating product uses into everyday life scenarios, showcasing the practicality and fun of sustainable living. The imagery is casual and engaging, emphasizing the products in use rather than as standalone items.

Smartphone displaying Kijani’s Instagram page against a green gradient background. The profile ‘Kijani – The Green Difference’ features posts on bamboo and hay straws, upcycled materials, and eco-friendly lifestyle content. The profile highlights Kijani’s sustainable brand engagement and community building on social media.

Merchandising and Brand Extensions

KIJANI has developed a range of merchandise that not only enhances the tangible brand experience but also embodies the company’s dedication to sustainability. The collection includes mugs, recycled paper bags, and label tags, each thoughtfully designed with the brand’s signature lime green palette and distinct logo. These elements ensure that every physical touchpoint with customers reinforces KIJANI’s identity. The mugs and bags, prominently featuring the eco-conscious logo, serve as practical reminders of KIJANI’s commitment to the environment, inviting users to be part of a sustainable lifestyle.

Green mug featuring the Kijani logo in white, displayed against a green background. This product emphasizes Kijani’s eco-friendly brand design and commitment to sustainability through everyday items.
Recycled paper bag with green handles and a bamboo and leaves design on a natural brown background. This bag reflects Kijani’s focus on sustainable and eco-friendly branding, suitable for environmentally conscious customers.
Eco-friendly label for Kijani made from recycled carton, featuring the Kijani logo and a subtle bamboo pattern. The green string and sustainable materials highlight Kijani’s dedication to green brand identity and environmental responsibility.

Outcome & Conclusion

KIJANI successfully launched with a clear brand identity and strategic focus. Despite initial challenges related to greenwashing in the market, the company established trust through persistent and genuine communication about the sustainability of its products. Sales teams played a crucial role in educating and engaging new B2B clients, leading to a solid foundation in the competitive market of eco-friendly products.

The addition of thoughtfully designed merchandise like mugs, paper bags, and label tags plays a crucial role in KIJANI’s brand strategy, ensuring that every point of consumer interaction reflects the brand’s sustainable values and aesthetic consistency. This comprehensive branding approach demonstrates how KIJANI not only talks the talk but also walks the walk in sustainability.