From Bouba to Kiki: Building the right brand identity

Creating a standout brand identity is much more than just a logo or a color palette; it's about crafting an experience that resonates deeply with your audience. In the world of branding, where every detail counts, understanding the essence of your brand's personality can make all the difference.

This is the journey from Bouba to Kiki, a tale of two design philosophies that illustrate the spectrum of brand identity. Whether you're aiming for Bouba's warmth and approachability or Kiki's bold modernism, aligning your brand’s visual and verbal expressions with its strategic goals is crucial. Whether you're refreshing an existing brand or starting from scratch, understanding these principles can elevate your brand and engage your target audience effectively.

Why is brand identity so important?

If we’re already talking about brand identity as the VIP of marketing, we can think of one word: exclusive. Every element—from the logo that stands out like a headliner, to the tone of voice that feels like it’s speaking directly to you—is strategically designed to make people feel like they’re part of something special. When executed well, it’s not just a brand; it’s a movement.

What I love most about working on brand identity is how it combines creativity with strategy. A cohesive identity ensures a seamless experience that not only looks great but resonates deeply with the audience. This is where concepts like Bouba and Kiki come into play.

What can you achieve with a strong brand identity?

• Build trust: It’s the key to fostering loyalty and creating a connection that stands the test of time.
• Stand out: In a crowded market, a clear identity gives your brand the edge.
• Drive consistency: Across all touchpoints, your brand delivers the same message and experience.
• Fuel growth: A powerful identity creates a foundation for campaigns, partnerships, and customer engagement.

Bubba and Kiki in brand design

When it comes to designing a brand identity, it’s not just about how it looks—it’s about how it feels. Not long ago, my team and I were working on a branding project for a client and realized that our initial concept leaned too heavily toward Bubba: soft, rounded shapes and warm colors. It conveyed a friendly, playful, and approachable vibe, which can work great, but it wasn’t aligned with their goals.

The client was looking for something bolder and more modern, with an enterprise feel—more Kiki. Kiki’s sharper lines, vibrant and strong colors, and sense of energy and innovation captured the essence of what they wanted to communicate: big, trusted, professional.

We reworked the design, keeping the client’s preferred color palette (elements of orange) but transforming it with more sophisticated Kiki elements. It ended up looking more polished and they loved it, and we’ve since expanded this approach to elevate other aspects of their brand.

See some before & after shots: 

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The importance of aligning design with the message

One key takeaway from this project was that designing a brand identity isn’t just about aesthetics—it’s about aligning design with strategy. Bubba and Kiki represent two distinct approaches, but both have their place.

Some brands thrive on Bouba’s warmth and approachability, while others need Kikki’s precision and energy. Knowing when to lean into each ensures that the brand resonates with its target audience and achieves its goals.

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Every detail matters. Typography, colors, shapes—they all send a message. As a designer, my job is to make sure that message is crystal clear, emotionally resonant, and functional across every platform. A strong brand is like the VIP section at a party—it makes people feel valued and part of something extraordinary.

It all comes back to your brand identity

At the end of the day, your brand identity is about crafting an experience that connects on a deeper level and inspires action. What excites me most about working on brand identity is playing with concepts like Bouba and Kiki. 

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