Kælen

2025

Kælen started with an exploration of the cosmetics brand territory, as part of 17mars agency's experimental lab. A danish word for 'hug', Kælen became the name of our brand and was translated into a logotype full of intertwined letters. Our team then imagined its core product as being a round, pebble-shaped powder compact and experimented with renders to find the right powder texture.