A new identity system that highlights the constant innovation and unchangeable quality of the fashion store which have sold authentic converse for 10 years. 

Instead of using a pictogram of the sneaker and the converse logo, Kcons want to expand selling categories to t-shirt, socks, accessories, etc. The identity should start from sneakers but not only it.

Inspired by the shoelace and the @ sign, the identity represents a desire to be the first destination when people want to buy authentic sneakers.

The concept of having randomly gradient lines throughout the system implies the colourful daily movement with Kcons on feet.

Using the Vietnamese typeface with red emphasizes passion,  rose white describes transparency and purple shows reliability.

The K-envelope and K-card with the basic design highlights the beauty of the indentity with a huge title as a main part of design.

The K-bag replacing normal shopping bags with 2 versions: neutral beige tote bag and red tote bag.

The lucky money envelope celebrates the year of cat