A new brand identity for Khunu, an outerwear clothier committed to creating positive social change

Khunu Brand Identity

Khunu is an outdoor adventure-wear company driven by a social purpose, and the belief that all businesses have a responsibility to help bring about positive change. Through its pioneering use of Himalayan yak wool, one the world’s rarest and most sustainable fibers, Khunu aims to outfit modern day adventurers with quality outerwear while also giving back to the nomadic communities at the source of their supply chain. Today, they regularly invest 2% of their revenues, creating new jobs, teaching new skills, and helping herders maintain their traditional ways of living. Their hardy, no frills approach to life and business lies at the heart of their brand philosophy, and is reflected in the new visual identity which is bold, balanced, and uncomplicated. The logo itself is a simple, elegant solution inspired by nature, and easily reproduced on tags and apparel. The Khunu palette, also inspired by nature, is comprised of mostly grays, charcoals and browns, and gives the brand a strong, yet understated appearance. Today, Khunu products are sold throughout the United States, Canada and Europe. To watch a short video of the harvesting process and production journey, click here.