WildKin is a brand shaped by the movement and philosophy of Qigong, with a focus on energy, connection, and flow. The visual identity was developed to express these ideas through thoughtful typography, symbolic elements, and a grounded, harmonious palette.
At the centre of the brand is a fluid, rounded logotype designed to feel compact and adaptable across applications. Within the logo, the mirrored ‘i’s in “Wild” and “Kin” feature dropped shoulders, forming a pair of figures facing one another. This expressive detail highlights the brand’s message of connection, community, and shared energy.
The colour palette takes inspiration from the five elements in Chinese philosophy:
Fire (red) for passion and movement
Earth and Wood (deep green) for growth and grounding
Water (blue) for calm and adaptability
Metal (black and white) for strength, clarity, and balance
These colours form the foundation of a flexible system that supports the brand’s focus on balance and flow. To build on this, flowing energy lines, inspired by Qigong diagrams, are woven throughout the identity. These lines serve as a visual expression of movement and connection, reinforcing the brand’s core themes across digital and print.
A set of custom icons adds another layer to the visual language, designed to distil key aspects of the brand into simple, recognisable forms:
Self – an abstract head, symbolising individual identity
Other – two heads joined, representing human connection
Land – a stylised mountain and sun, reflecting our relationship with the natural world
Together, these elements create a cohesive identity that feels grounded, expressive, and alive - communicating WildKin’s values with clarity and intention at every touchpoint.
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This is now the third project I’ve co-created with Jas, and I genuinely think she is faultless. Not only is she a fun, easy, and encouraging person to work with, but she is also profoundly gifted. I see her talent in two parts. First, the design skills you’d expect and hope for: slick, sharp, and excellent. But the second is what truly sets her apart—her ability to follow threads and weave them into a coherent and beautiful story. For WildKin, I offered a haze of poetic but disjointed thoughts around Daoism, Qigong, Tai Chi, nature connection, disconnection, dysregulation, loneliness, and intuition. Then I disappeared offline for a month. During that time, she wove the tapestry I could sense but couldn’t articulate. It’s a rare gift to think laterally yet move linearly. If you need a co-creator, look no further than Jas.
