About Kind Routes:
Kind Routes is a monthly greeting card subscription designed to get your expressions of gratitude and kinship out effortlessly. This service was developed in collaboration with Rachel Shiloach during 2020 and is currently on pause. The service is here to promote individual reflection on gratitude, strengthen the meaningful relationships in your life and share original artwork in a minimal, but tactile way.
Our intention is that our subscribers think beyond the traditional birthday or holiday cards to instead send our work with the goal of sharing warm memories or gifting a piece of art to someone who could use a bright moment. This is your “thinking of you just because” mail. All of our designs come from a place of quiet reflection on the things that keep our cups feeling half full. They are visual and written expressions of the joy, warmth and love we stumble upon every day. Ultimately, our service is a tool for our subscribers to cultivate their own practices of recognizing and passing along gratitude and love.
About the Design Process:
Both Rachel and I contributed to the illustrations for social posts and for the card designs. In addition to these illustrations, I developed the logo marks and card templates with insight from Rachel.
We wanted the logo design to be simply crafted and relate back to the business’s goal of sending warmth and love to others. Using the ‘KR’ initials of Kind Routes (which are also our initials!) I created a single KR icon where the K connected to the R through a dashed line. This small bit of imagery represents movement and the act of sending something (like a letter). Then I flipped it 90 degrees, pulled out that curve and simplified the figure to resemble a partial heart. The last step was to trace, scan and digitize the hand drawn logo and icons to have a more textured, hand made look.
We wanted the logo design to be simply crafted and relate back to the business’s goal of sending warmth and love to others. Using the ‘KR’ initials of Kind Routes (which are also our initials!) I created a single KR icon where the K connected to the R through a dashed line. This small bit of imagery represents movement and the act of sending something (like a letter). Then I flipped it 90 degrees, pulled out that curve and simplified the figure to resemble a partial heart. The last step was to trace, scan and digitize the hand drawn logo and icons to have a more textured, hand made look.
We created a range of illustrations to be used in promoting the service as well as some themed illustrations for the cards.
