During the first stage of the project, it became clear that social media wasn’t the main issue. The existing logo was difficult to read, especially at smaller sizes, which made the brand harder to recognise.
Rather than solving social media in isolation, I expanded the project into a broader identity refresh — refining the logo, typography and visual language, and creating a system that could work across both digital and physical touchpoints.
I tested a range of wordmark directions, looking for a balance between stronger character and better legibility.
The refreshed identity needed to be recognisable beyond the logo itself. I developed a broader visual language around expressive head illustrations, typography and flexible brand elements that could be recombined across different formats.
The system gave Kasta a more distinctive visual presence while remaining practical for everyday content, print and merchandise.
The new identity was translated into a flexible social system with reusable layouts for posts and stories, giving the team a consistent framework without making every piece of content look the same.
The refreshed system moved beyond the initial social media brief and was adopted across physical and digital brand touchpoints, including signage, merchandise, print materials and ongoing social content.
