Client

K Beauty Fest

Timeline

4 weeks

Category

Branding, Communications, Motion Design

Link

K Beauty Fest

About the Project

K Beauty Fest is Kazakhstan’s largest festival of beauty and music, organized by the leading distributors of Korean cosmetics. It’s a dynamic event that unites brands, artists, and the culture of creativity and style.

Concept

The festival identity combines bright colors inspired by Korean culture and the emotions of summer. The main element — a flowing line, symbolizes unity and the family spirit of the event.

Logo

The logo is based on the letter “K” — the first letter in both “Korea” and “Kazakhstan.” It’s formed from three intertwining lines that express the idea of connection, diversity, and shared summer joy.

Colors

The color palette is inspired by Korean culture and the summer atmosphere. A mix of deep sapphire, purple, lime, and sunny yellow creates countless vivid and expressive combinations.

Typography

The display font Nauryz Redkeds, created by the RedKeds Central Asia studio, features a soft and playful style. It harmonizes with the festival’s logo and graphics built on smooth, flowing lines. The main font — Unbounded is used for subheadings, text, and technical information.

Visual Principles

The visual system is built on a sense of motion and lightness. Graphic elements resemble ribbons that reflect the rhythm of music, dance, and the summer breeze. Bright colors and smooth forms create an atmosphere of celebration and freedom.

Tone of Voice

The festival’s communication sounds light, friendly, and inspiring. It speaks the language of summer, beauty, and music — open, positive, and emotional. It conveys a feeling of carefreeness and invites everyone to be part of the event.