Kinli
A living brand system built around the idea of a melting pot, where people, interests and cultures come together.
Kinli is a social community platform designed to empower local communities and foster meaningful human connection.
Brand mark
The Kinli logo is a human-centred geometric mark that embodies the brand’s purpose: creating warm, meaningful community through shared cultural experiences. Five circular nodes arranged within a soft pentagonal structure express individuality, equality and collective belonging. Paired with a soft, humanist lowercase wordmark, the identity feels approachable and distinctly human, reflecting the warmth and openness at the heart of Kinli.
The pentagon functions as a metaphorical shared space—a communal table with equal sides, signalling inclusivity, balance and non-hierarchical gathering. Within it, five circles represent individuals. Their rounded forms communicate softness, unity and human presence, while their equal distribution reinforces that everyone has an equal seat and contributes to the whole. Connection is expressed implicitly rather than literally. Instead of using linking lines, the symbol relies on spatial relationships and a unified
boundary to communicate interdependence, keeping the logo aligned with Kinli’s ethos of organic connection. The five elements carry cultural and sensory resonance—evoking balance, the senses and humanity—aligning with a brand rooted in food, culture and shared experience. At the centre, the negative space subtly forms the letter K, allowing the brand identity to emerge from the community itself. This reinforces a core principle: Kinli exists because of its people, not above them.
Colours
Kinli’s palette balances warmth, energy and individuality. Kinship Blue gives the identity a distinctive anchor, while Butter Together brings a welcoming softness. The secondary and complementary colours give different communities and shared experiences their own character, while the primary pair keeps them recognisably Kinli.
Kinship Blue
Hex: 2C4DC6
Pantone: 2728C
Butter Together
Hex: EED484
Pantone: 7403C
Periwinkle
Hex: 96A1DD
Cream
Hex: FFF8E9
Lime
Hex: B8CC63
Colour Combinations
Typography
Kinli’s typography balances playful expression with everyday clarity. DynaPuff brings warmth and personality to prominent headings, while BC Civitas supports longer reading across brand materials. In the app, Nunito carries that approachable spirit into a clear, rounded interface, creating a consistent sense of welcome across touchpoints.
Iconography
Kinli’s iconography brings shared interests into a familiar, expressive visual language. Rounded outlines make each activity recognisable, while organic accents drawn from the brand mark add warmth and a sense of connection across the set.
Digital Experience
Badges & Stickers
Kinli’s badges and stickers bring the brand’s people, interests and activities into playful combinations. Icons, typography and organic shapes come together as small expressions of belonging, each distinct while remaining part of the same visual world.
Conversation Cards
Kinli’s conversation cards give people a starting point. Built around shared interests, each question offers an easy way to move beyond introductions and get a conversation going. Focused, activity-specific illustrations give each card a recognisable context, leaving space for the question—and the conversation it starts.
Culture & Creativity
Brand Devices & Patterns
Kinli’s visual language grows from the soft geometry of its mark. Playful symbols, flowing ribbons and interlocking patterns express individuality and connection, bringing a shared sense of movement and belonging across the identity.
Posters
The poster series invites people to connect through shared activities, from painting and hiking to music and meals. Each “Find your…” message links an experience to a sense of discovery and belonging, with compositions that adapt to the activity and format. Immersive illustrated scenes draw people into shared experiences, expressing the warmth, variety and sense of belonging at the heart of Kinli.
Kinli’s identity comes to life across posters, merchandise and everyday touchpoints. Shared interests shape each application, giving people a familiar way to discover the community and be a part of it.
Merchandise
