J.Kuttin: Changing How African Men Dress in the UK

Situation: Creating Brand Identity for African-Inspired London Streetwear Brand

Hitting the niche market segment of African inspired street wear brand in London that merges the cool casual with business street wear, J.Kuttin is out to change the way African men dress in the UK.

With a unique sense of cool, swag and business style merging with the casual street wear, J.Kuttin creates designs that make a bold statement. With a tagline “African Inspired. London Designed”, this brand is out to set trends and help reach African professionals reach new heights.

The streetwear market in London is competitive, with numerous brands competing for attention. J.Kuttin needed a brand identity that would bridge professional elegance with streetwear cool while maintaining deep-rooted connections to Africa.

Task: Create Brand Identity Merging Business Style with Streetwear Cool

When J.Kuttin wanted a logo that helped them launch the fashion brand in London, they turned to Spellbrand. The challenge required:

• Professional elegance: Brand identity that appeals to African professionals
• Streetwear cool: Visual identity that connects with casual fashion market
• African connection: Brand that maintains deep-rooted connection to Africa
• London positioning: Brand that positions as designed in London, inspired by Africa
• Versatile application: Brand that works for business casual and streetwear styles

Action: Strategic Brand Development

Logo Design: Scaling Mountains to New Heights

The vision of the brand is to start with business casual styles and then slowly start introducing bold African prints on t-shirts and backpacks etc with a streetwear vibe like Hype, Serge Denimes, and Herschel. To enable this broad range of styles, the brand identity needed to be professional and elegant with a bit of fun and casualness – a tough challenge for any design agency.

So, we approached this design with a brand story that we developed centering around “helping African reach new heights” which translated into the visual moniker of “scaling mountains”. We picked the 3 highest mountains in Africa – Mount Kilimanjaro, Tanzania – 19,563 ft. (5,963 m), Mount Kenya, Kenya – 17,057 ft (5,199 m) and Mount Stanley, Democratic Republic of the Congo – 16,763 ft (5,109 m) created 3 triangles to represent these 3 mountains.

With a very simple iconic design integrated with elegant typography, the logo turned out to represent the brand perfectly and tell the story of the connection between Africa and London in a powerful way.

This design approach:

• Uses mountain symbolism: Represents reaching new heights
• Features three peaks: Mount Kilimanjaro, Mount Kenya, Mount Stanley
• Creates simple icon: Three triangles create memorable visual
• Uses elegant typography: Professional yet accessible
• Tells powerful story: Connects Africa and London visually

Result: Brand Identity That Changes the Landscape

The brand identity we created for J.Kuttin successfully bridges professional elegance with streetwear cool. The comprehensive brand transformation delivers:

Strategic Outcomes

• Professional elegance: Brand identity successfully appeals to African professionals
• Streetwear cool: Visual identity successfully connects with casual fashion market
• African connection: Brand successfully maintains deep-rooted connection to Africa
• London positioning: Brand successfully positions as designed in London, inspired by Africa
• Versatile application: Brand successfully works for business casual and streetwear styles
• Complete brand system: Three-peak mountain logo, elegant typography, and brand identity create unified experience

Implementation Success

African fashion is quite low profile in London and it is time to change that. Brands such as J.Kuttin who get into the market with a great brand story, designs with style and elegance with deep-rooted connections to Africa can change the landscape quite quickly. The brand successfully positions J.Kuttin as an African-inspired London streetwear brand that helps African professionals reach new heights. The three-peak mountain logo design tells a powerful story of the connection between Africa and London while maintaining the professional and elegant aesthetic needed for business casual styles and the fun, casual appeal required for streetwear. Today, J.Kuttin uses this brand identity to launch their fashion brand in London, positioning them as a brand that starts with business casual styles and gradually introduces bold African prints with a streetwear vibe, changing the landscape of African fashion in London through great brand story, style, elegance, and deep-rooted connections to Africa.