Ashley Kinnard
Designer
In their own words
Orange became the unifying element – strong, warm, and inviting.
The product reminded me of the Bauhaus.
When playing around with initial ideas I noticed that a serif looks like some pants.
It was almost an experiment against the Bauhaus whereby I salvaged all of the serifs they cut off their letters, and then used them to construct a font using Bauhaus principles.
It’s Bauhaus with feelings.
It’s a very beautiful character even though it breaks the rules with the dot.
Conceptually it synthesises a few ideas without being too obvious or too boring.
It was also a bit of a reaction against a trend in graphic design at the moment to clumsily use a few bright block colours in combination in a sort of slick but lo-fi attempt.
Articles & interviews2
- "Re Design Crafts Minimal Identity for Hydration Drink Rolus"
The Brand Identity’s April 2025 edition of 'The Edit' spotlights five diverse design projects, including Re Design’s stripped-back identity for hydration drink Rolus. Other highlights include Daisy Hardman’s nature-inspired refresh for Sachi, a vibrant Japanese food book by SOUP and spreeeng, a typographic identity for SET Film Festival, and Pentagram’s sustainable rebrand for Zeff. The roundup celebrates minimalism, experimentation, and cultural storytelling across branding and editorial design.
- Ashley Kinnard Creates Bauhaus-Inspired Identity for Underwear Brand OR ELSE
London-based designer Ashley Kinnard created a brand identity and bespoke typeface for OR ELSE, a maker of colourful, sustainable underwear. Inspired by Bauhaus forms, garment construction and the brand's small-batch natural-dye and shibori processes, the work uses an experimental serif-led typeface, a question-mark logo and restrained monochromatic applications to foreground the vivid garments.