KATHRINE ZEREN BRAND + WEBSITE
Founder // Creative Direction + Brand Identity + Site Design + Photo Direction // 2014–2020
THE ASK
Give a small, made-in-the-U.S. line of men’s accessories a brand that looks as considered as the product, from a Kickstarter launch on.
Give a small, made-in-the-U.S. line of men’s accessories a brand that looks as considered as the product, from a Kickstarter launch on.
WHAT I DID
Founded Kathrine Zeren in 2014 and built the brand around it: designed and ran the website from launch, art-directed and styled the lookbook shoots from 2015 to 2017, and led a 2017 identity and packaging refresh with designer Carissa Hempton.
Founded Kathrine Zeren in 2014 and built the brand around it: designed and ran the website from launch, art-directed and styled the lookbook shoots from 2015 to 2017, and led a 2017 identity and packaging refresh with designer Carissa Hempton.
WHAT CHANGED
A brand that started on Kickstarter and grew into trade shows in New York and Chicago, pop-ups from Boston to Los Angeles, and stockists in nine states, Canada and online.
A brand that started on Kickstarter and grew into trade shows in New York and Chicago, pop-ups from Boston to Los Angeles, and stockists in nine states, Canada and online.
01 // Brand Identity + Packaging · 2017
A refresh with designer Carissa Hempton: a quieter mark, new packaging for the ties, bow ties and pocket squares, and labels for the candles and soap.
02 // The Website · 2014–2020
Designed and built on Squarespace at launch and run for six years: a shop by category, product pages led by lifestyle photos with fabric and care spelled out, a journal, a press archive and a stockist directory.
03 // S/S 2015 · Lookbook
The first lookbook: tailored, easy and a little bit preppy.
04 // S/S 2016 · Lookbook
Warm interiors and good company, with the ties doing the talking.
05 // S/S 2017 · Lookbook
Bolder color and attitude for the collection with Kari Breitigam’s hand-dyed fabrics.
Creative direction, styling and website design by Kathrine Gilmer. Packaging design by Carissa Hempton. Photography by Jeff Gilmer (2015–2016), Bethany Brewster and Taylor Brown (2017), and Carissa Hempton and Dina Rohira (brand identity). Images courtesy of Kathrine Zeren.