This branding was created as part of my FMP project for my degree. KULT was created as a response to the certain issues and need of the contemporary, urban world. Within the modern world, there is this push to be personally ecoconscious all while large corporations manage to pollute the world (100 companies contributed to 71% of global emissions) and avoiding the blame. KULT understands this and set out expose this bias.
KULT aims to do things differently in a grassroots and anti-corporate nature to involve an urban community which often live in their own bubble away from these issues. KULT promotes and proves the souring of food locally, ethically, and sustainably is the best for all parties involved. Indeed, KULT has no CEO but instead runs as community lead venture, breaking down those traditional walls between consumer and brand by merging them. This echoes into the interior design, the kitchen and eating areas are merged into one, breaking down those walls. This connection helps spark discussion over KULT’s mission. Even the visual identity of KULT is created by the local artistic community coming together. KULT manages to connect this different smaller groups together under one great cause. This connection then stays alive via the app which allows the community to continue hosting discussion nights and protests to continue raising awareness. KULT aims to do things different, which also means no social media presnece. The pop-up nature of KULT and the bold, daring identity aims to create social media buzz in a way BANKSY and Lush rely on. Advertising and campaigning is found in untraditional locations with faces of our community covered. Once you’re inside KULT, these faces are uncovered, echoing back to forming a tight relationship within the community. The app too is used in an untraditional. KULT encourages the use of the app as it can be enhanced and feedback from the environment within the pop-up location. All the drinks and food can be tapped by a user’s phone for a notification which will then detail where it comes from, its CO2 total, how its made etc. KULT is all about being enlightening and transparent but also bold. KULT is the voice of the future.
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