Kiss Branding Founders Step Back to Let Team Rebrand Leeds Studio
Kiss Branding, a Leeds-based studio established in 2017 by Poonam Saini Kilb and Matt Kilb, has undergone a rebranding process without the founders' direct involvement in the design. The new identity centers around the lover archetype and introduces a Cupid character, Roger Bowman, developed through more than 100 iterations by designer Alex Lancastle. Hand-drawn animations by Marco Palmieri add depth to Cupid's character. The wordmark, crafted by Alex Phipps, features a handwritten script that incorporates elements resembling a heart or bow. Poonam expressed that the rebrand fosters empathy for clients and reflects a trend towards character-driven identities. The couple, who have been together for 12 years, found the rebranding process to be a relief. Poonam has also shared her experiences regarding her pregnancy and business on LinkedIn.
Key facts
- Kiss Branding is a Leeds studio originally launched in 2017.
- Co-founders Poonam Saini Kilb and Matt Kilb wrote a strategy and handed it over, keeping their hands off the design.
- The rebrand strategy was built on the lover archetype and the tagline 'Brands that Kiss'.
- The Cupid character, nicknamed Roger Bowman, went through more than 100 iterations.
- Designer Alex Lancastle built the Cupid figure from basic shapes, starting with a rough triangle and a vanishing point.
- Marco Palmieri was brought in for his hand-drawn animation work to give Cupid a joyful personality.
- The wordmark took design director Alex Phipps around a month of drawing, printing, squinting and redrawing.
- Poonam and Matt had been dating for three years when they set up the studio and have now been together for 12.
Entities
Artists
- Poonam Saini Kilb
- Matt Kilb
- Alex Phipps
- Alex Lancastle
- Marco Palmieri
Institutions
- Kiss Branding
- Burberry
Locations
- Leeds
- United Kingdom