Crafting the Identity of a Visionary Costume Designer

Katarzyna Konieczka, the renowned Polish costume and fashion designer, is no stranger to the limelight. With a client roster that boasts global icons like Madonna, Lady Gaga, and Jennifer Lopez, her creations have graced the covers of prestigious fashion magazines worldwide. Recognized by CNN as one of the top ten promising fashion designers of the future, Konieczka’s avant-garde vision is both bold and unmistakable. When tasked with developing a brand identity that would encapsulate the essence of her work, TOFU Studio sought to bring her artistic ethos to life.

The Challenge: Translating Art into Brand
Tofu Studio’s objective was to design a comprehensive brand identity that not only reflected Konieczka’s unique creative style but also solidified her standing as a leading figure in the fashion world. From the start, it was clear that this project required a blend of sophistication and edge—qualities that define both the designer’s creations and her brand persona.

Logo: A Symbol of Royalty and Edge
At the heart of the branding is the logo, inspired by the motif of a crown of thorns. This design element reflects Konieczka’s status as the undisputed “queen” of Polish costume design, while also nodding to the sharp, often thorn-like features that characterize her work. The logo marries elegance and danger, much like Konieczka’s costumes, which fuse beauty with a raw, almost visceral edge.

Logo Variants: Versatility with Impact
In addition to the main logo, which centers on the thorn crown concept, TOFU Studio designed several variants. These include a version with a postscript extension and a simplified emblem featuring the designer’s initials, “KK.” This flexibility allows the brand to be adaptable across different platforms while maintaining a cohesive identity.

Key Visuals: Harmonizing with Konieczka’s Art
The key visual concept stems directly from the logo, with three complementary themes that align with the stylistic elements of Konieczka’s work. These visuals serve as a dynamic extension of the brand, creating a consistent and recognizable identity across all touchpoints.

Launching the Campaign: A Strategic Debut
The brand’s unveiling was scheduled for August 15, 2024—a significant date in Poland, as it coincides with the religious holiday, the Assumption of the Blessed Virgin Mary. Leading up to the reveal, TOFU Studio executed a teaser campaign that built anticipation, with animated previews of the logo released every five days. This strategic rollout ensured a heightened level of intrigue and engagement.
The creation of the complete branding for Katarzyna Konieczka spanned over eight months of dedicated work. One of the highlights of the project was a bespoke photoshoot, designed specifically to showcase the full potential of the brand. This visual narrative not only captured the essence of Konieczka’s art but also elevated the branding to a new level of impact and resonance.

Design Studio: TOFU
Idea: Anna Holik, Daniel Naborowski, Adam Chyliński
Art: Anna Holik
Design: Anna Holik, Ola Misztela, Basia Kowal
Photos: Matylda Awdziejczyk, 
Support: Weronika Cyganik 
Motion: Adam Chyliński, Ola Misztela
Music: Olinymph
Business: Daniel Naborowski
Client: Katarzyna Konieczka