Irfan

How might we craft great experiences, conscious of the people that engage with them, fluid & intuitive: assisting and augmentingas a solution, leveraging & inspiring empathy, access, and intelligencefor all?

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Kuttle & Mellenie branding

Process

In approaching how to build on our previous research & design sprints to create the final brand for Kuttle & Mellenie, we decided to shift our mindset and adopt an emerging perspective in design. In this human-centered and empathetic approach, we, at Kuttle, began with, as we build our products, a separation from technology. As much as we love technology, we sought to draw inspiration from nature. This includes teaming with creatives and designers, but communicating and collaborating with people above all. We are inspired to solve their problems, to build for people not ourselves—which includes numerous rounds of research, tests, and feedback. As we iterated through about a hundred prototypes of our original interface and experience for Mellenie, two high functioning and high fidelity prototypes of the assistant as a whole, we are comfortable refreshing and reimagining as sometimes needs to be done to realign with a human focus. Lastly, we sought to refine and perfect, but not at any burdensome cost—instead as an investment. Our efforts became oriented around the act of solving, directed by details, and prioritized for people.

Present

Fast forward to 2017 and we officially chose the name of the company to be Kuttle, building off of the ocean theme and being inspired by the intelligent invertebrate, and sometimes overlooked, Cuttlefish. In this official establishment, we decided to start fresh as we were building our products and no longer, prototypes. For the longest time, our sole product and our company was Monet, but we have much more to offer than a single application of our research. More on Kuttle and our products at Kuttle and to come.

Theme

In designing Kuttle’s brand, below, we grew fond of the idea of "Dive in with Kuttle” and "Onwards" with our products. What better to describe our vision, the future, and "Onwards" than the new frontier. Inspired by numerous themes including Magellan; the explorer, and Helene the moon of Saturn and Helen of Troy/Sparta, and with a hint of playfulness, delicious melons, we decided on "Mellenie". Please find elements of Mellenie and Kuttle’s brand below.

History

Early designs of the Kuttle logo. Eight rough illustrations of a cuttlefish in a solid indigo color with amber-yellow eyes
Early rough concepts for Kuttle's logo aiming to be memorable and easy to draw, but eventually turning towards a unique illustration rather than an abstract shape in the final design
Twelve initial illustrations of the Kuttle logo
Some of the initial concepts leading toward the Kuttle logo
Colors of Kuttle, a seafoam color called Melon, a neon yellow called Lemonade, an indigo color, and a reddish-pink called Raspberry.
The colors of Kuttle: Melon, Lemonade, Indigo, and Raspberry
Kuttle's logo. Illustrated face and body of cuttlefish with 3 small tentacles extending from a face. The face is a bright seafoam color (called melon), eyes are indigo and are each shaped like a curved letter M's, and a body with three curved fins like waves of a neon yellow color (called lemonade). The logotype is to the side of the logo. The logotype is the word Kuttle written in a sans-serif typeface called Eight Ink Pro in a reddish-pink color (called raspberry) with two indigo-colored bars underneath. The top bar is broken where the t ends in the word Kuttle, above, and resumes when the l begins. The bottom bar is broken early on at about 20% of the total width as a vertical reflection of the top bar
Final brandmark
Motion Design for Kuttle.
Animated entirely with web technologies (SVG, path manipulation in javascript, and CSS animations), screen recording

Mellenie

Past renditions of logos and logotypes for what would become Mellenie. They include an outline of a brain with a landscape illustration inside, a humanoid face with long hair, and illustrative logotypes of the names 'Cemille', ''Medly', 'Ada', and 'Ellyme'.
Earlier logos & logotypes for what would become Mellenie
Mellenie logotype with word 'Mellenie' written in Eight Ink Pro, a sans-serif typeface, with a dark glare over part of the bottom of the 'n', 'i', and 'e'. Slightly above and after the logotype is the spaceman mark, which is an astronaut's helmet. Specifically, a seafoam colored semi-circle ark shape with an indigo to purple gradient outline, with a darker seafoam glare, inside a white circle with an indigo to purple gradient outline.
Final logo and logotype for Mellenie
Motion design for a loading graphic for Mellenie with the spaceman brandmark nodding and then bouncing.
Animated entirely with web technologies (SVGCSS animations & transitions), screen recording