Kaiterra branding

It’s easy to feel powerless in the face of big problems like air pollution. As China and India’s #1 air quality monitor, Kaiterra knew this problem intimately. Kaiterra needed to challenge the status quo, empower users, and inspire grassroots discussions about air.

With people exhausted by visions of doom and statistics of gloom, the brand engages users emotionally instead of factually. A big part of this is a no-infographics approach. Bold statements and visual metaphors keep a large problem accessible.

Kaiterra breaks away from the white appliance category with its bold and fresh brand elements. Colours and type give cohesion; a changing cast of illustrators adds constant new energy and intelligence.

Typographically, the bold nature of Tirade – chunky, personable and unmistakable from a distance – anchored the brand as a way to build recognition. It’s supported by the quiet workhorse Calibre.