Date: February 2026
Industry: Fashion Retail
Kec enters the 2026 market with a clear stance. Locally produced in Bulgaria, the brand brings together craftsmanship, genuine leather and a level of material quality that feels deliberate rather than mass-produced. In a space often dominated by global sneaker brands, the visual identity was designed to position Kec closer to home in both production and attitude.
The branding speaks to a new generation that knows what it likes and doesn’t wait for permission. Bold, opinionated and self-directed, this audience looks for brands that feel honest and considered. That mindset shaped the entire design system, from the confident simplicity of the logo to the balance of expressive typography, subtle colour and clean composition.
The process
Finding its footing
Sneaker culture moves fast. The early stages of the project focused on understanding not just where Kec sits in the market, but how the brand should feel visually and emotionally from the very beginning. Research explored the relationship between movement, confidence and everyday wear, informing an identity that feels contemporary and distinctive. The visual identity was designed to feel like an extension of the people wearing it: confident, effortless and naturally expressive.
Making the mark
The logo system was built to give Kec room to move. The KEC wordmark gives it a sharper retail presence, while the K logomark works as a compact signature across smaller touchpoints. Together, they create a brand identity that can shift across digital, packaging and product without losing recognition.
The colour palette moved away from the cold, high-tech aesthetic often seen in sneaker branding. Warmer tones and deep contrasts gave the identity a more grounded, fashion-led feel. Typography followed the same thinking: expressive in the right moments, confident without becoming loud.
On the move
The rollout focused on giving the brand physical presence from the very beginning. Embossed leather tags attached to each model in Kec’s first drop turned the logo into something tactile and collectable rather than purely decorative. The decision tapped into the culture surrounding early releases and limited runs, creating a subtle sense of belonging around the brand’s launch. Every application of the identity was designed to strengthen the feeling that Kec arrives with intention, not hesitation. Kec feels less like a new arrival and more like a brand people have been waiting to wear.
Client feedback
When we saw the branding for the first time, it just felt right. It made the brand feel alive.
Stanislava Miteva
Founder | KEC BG
