Outline's eye-catching brand and packaging for Kloo elevates the daily ritual of making a cuppa

An emerging brand in the coffee realm, Kloo is on a mission to decode the complexity of coffee with its user-friendly, top-tier concentrates. To craft a captivating and inventive brand image, they enlisted the creative prowess of Charleston-based creative studio Outline, who developed all elements of the identity – from the initial strategy through to the final photography. The brand journey commences with the distinctive name itself, ‘Kloo’ – a name that symbolises ‘a gradual awakening and a radical revolution.’ The subsequent visual language brings an unexpected, luxurious aesthetic to the coffee sector. Central to the look is the Kloo brand mark, inspired by fluidity and the product itself – a coffee concentrate, with maze-like trails spiralling out from a core ‘K’ shape. “Throughout the packaging,” notes Creative Director Ky Allport, “we intentionally flip between moments of weight and moments of spareness. On the front of the bottles, the brand mark is set in a cream colour as a wink to milk or cream swirling as it mixes with a cup of coffee.” Echoes of this are expressed in Kloo’s sophisticated, custom-designed wordmark. As Allport explains, a traditional serif at first glance, the loop of the ‘K’ takes on a fluid-like quality and breaks the rules of what a serif should be. “It juxtaposes predictability with a winding, exploratory element – much like the product!” she adds.