Ritual + Kind is a Los Angeles based start-up that offers unique luxury gifts catering to individuals experiencing loss of a loved one. Luxurious and elegantly designed products using cashmere and other luxurious materials, the products are aimed at a sophisticated clientele wanting to send something more luxurious and personal. Personalization is also something the company prides itself in. The founder wanted something elegant and soothing when it came to the design of the branding. She referenced the marigold flower, which has been commonly used during the Mexican festival of the Dead and also known as the “flor de muerto”, or flower of the dead. We took that as inspiration and simplified it to make it adaptable to be used as a mark. Using a soft hue of a regal violet purple, a color that is both soothing and comforting, using a clean sans serif font that brings a modern feel, and paired with matte gold details the new identity works well and conveys the intent appropriately.