SUPER RATIONAL

Branding the Ultra-Functional Business Uniform

Versatile, time-saving, and built for all conditions, the K-3B is a highly functional business uniform designed to fit any situation. Engineered with cutting-edge functional synthetic fabrics from Kajinylon, it enhances comfort while offering effortless styling through a mix-and-match multi-set system. This is the next evolution of performance-driven business attire. We developed the brand holistically, from the logo and key visuals to the design and construction of the pop-up store.

Issue

Rationality in Time Performance

Modern professionals are expected to achieve high performance within limited time. This apparel brand was launched to embody efficiency, requiring a brand identity that fully reflects its core philosophy.

Creation

Rational Design Using Numbers & the Golden Ratio

The concept is based on managing garments numerically. A unique system categorizes items based on the last digit of their number, allowing users to intuitively select outfits. To visually communicate this logic, we developed a design language that feels both structured and instinctive. The logo follows the golden ratio, stripped down to its most minimal form. The website features an interactive system where users can coordinate outfits effortlessly by combining numbers, reinforcing the brand’s intuitive, data-driven approach.