Consumer goods

Branding the aesthetics of kitsch

brand context

business context

Coolkitsch is an e-commerce startup that commercializes an assortment of kitsch objects. From old chinese match boxes to indian movie posters and old stamps from around the world, this company offers an extensive catalog where you will find a unique story behind every object.

The company came to us asking for a brand redesign that reflected the eclectic but minimalistic spirit of the kitsch universe so that it could be conveyed through both their online and offline communications.

❝We need a branding that reflects the communication and mixture of the huge world of CoolKitsch but at the same time works as a guide when it comes to communication pieces that are solid and consistent over time.❞

Antonio Seward
CEO – CoolKitsch


Consumer goods

what we did

Visual Identity, Brand Manual, Tone of voice, Logo design.

brand development

logo study

A kitsch brand needs a kitsch logo that tells the story behind the company. With that in mind we designed a solid logo where each element tells a story.

From the background based on a stamp motif, to the vertical shape of the writing, and even every unique letter, each element of the logo has a different historical origin unified by something new and unique.

brand identity


Since the brand works with a large amount of image styles, formats, and types, we decided not to digitally alter any of the images.

The image is always the center of communication with only a few illustrations and simple lines of text.


In this case, there are two fonts that make up the brand image. That said, font plays a secondary role in the branding of Coolkitsch, with images and illustrations being the most representational brand elements.


These illustrations play a central role because they represent different times, cultures, and writings. We developed a basic illustration set that can be used in communications to standardize and enrich them.

user interface & social media

online store

The implementation of identity in the online store is simple and clear. Even though the products and objects keep their central role, the illustrations and the chromatic palette connect objects to the brand and enrich the content.

The store design always combines each object with its unique story to offer a simple but rich user experience with specific content for each object.


social media

Communications in social media and the company’s website, tell the story behind each object, then goes one step further by linking the objects with one another. This makes for an even more rich and complete buying experience.



In order to promote retail sales, we also suggested a series of short-run printed editorial publications that center on the story behind each object — a completely content-based promotional piece.

Print pieces are always colorful with many illustrations to connect with the brand in an appealing way.


The packaging design is in line with the branding strategy, presenting a kitsch object inside of another kitsch object — full of color, shapes, and illustrations.

❝We are definitely satisfied with the result. The GONNI team understood what we needed and we worked closely together which was crucial for the correct development of the project.❞

Antonio Seward
CEO – CoolKitsch

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