case study

Ethan K Rebranding

A dash of whimsy for a luxe brand

Tuber helped Ethan K highlight its unique brand identity and approach to luxury goods. Ethan K is known for its colourful one-of-a-kind designs for celebrities and royals. The founder and designer Ethan K values excellence, craftsmanship and his Singaporean heritage.

What we did

Tuber crafted a new brand identity to better reflect Ethan K’s whimsical and elegant charm. We took time to understand the brand’s image and put a fresh spin on it. The branding elements were applied across various digital and print platforms to give Ethan K a consistent, professional and recognisable look.

Aims

Create a distinctive logo that stands out and promotes brand recognition

Convey Ethan K’s story and whimsical approach without being too literal or over the top

Ensure branding elements are easily applied to different platforms

Our Approach

We focused on:

Understanding the brand
Customising our approach
Visualising the brand story

Understanding the brand

Tuber pored through hundreds of photos, videos and stories to understand the designer and his brand. We found that Ethan is the creative force and face of the brand, sporting his brand’s hats and bowties in many promotional photographs and videos.

A bespoke logo

We explored different ways to portray Ethan in the new brand logo. From our different illustrations, a silhouette of Ethan in his signature top hat stood out. This classy design was chosen as the brand’s new icon.

Telling the brand story

Tuber also created supergraphics for two key elements of the Ethan K brand story: exotic skins and kites. The former reflects Ethan’s childhood years in his father’s tannery and the latter is a reminder of his father’s love for kites, which has inspired Ethan’s designs.

Customised font

Mirroring Ethan K’s focus on creating bespoke pieces for his clients, Tuber created a customised font with chamfered edges. This enhanced the brand’s distinctive look.

Meaningful colour palette

To complement the primary brand colours of gold and brown, Tuber suggested a colourful secondary palette inspired by Ethan K’s signature vibrant leather colours.

The Results

The icon, font, supergraphics and colour palette featured on all Ethan K branding collaterals. This gave the brand a clear and consistent identity, emphasising its whimsical sensibilities and bespoke services across various branding platforms.

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