Client: KOSH
Role: Brand Designer, Brand Experience Lead, Content Strategist
Deliverables: Branding Assets, Brand Manual, Social Media Identity & Icons
Team:
Experience Designer & Strategist: Jorge Garzon (Myself)
Photographer: Jorge Garzon (Myself)
Lighting Assistant: Juan David Carvajal
Stage Coordination: Fabián Garcia
Role: Brand Designer, Brand Experience Lead, Content Strategist
Deliverables: Branding Assets, Brand Manual, Social Media Identity & Icons
Team:
Experience Designer & Strategist: Jorge Garzon (Myself)
Photographer: Jorge Garzon (Myself)
Lighting Assistant: Juan David Carvajal
Stage Coordination: Fabián Garcia
The Process – Designing KOSH
Creating KOSH was a three-week sprint focused on turning cultural depth into elegant visual storytelling. The client wanted a brand that proudly honored its Colombian roots but also felt premium and refined—something that would resonate with both heritage lovers and modern aesthetes.
Here’s how we did it:
Here’s how we did it:
1. Discovery & Research
We began with a brand discovery phase focused on understanding our audience and their emotional drivers. Through a short but intensive research sprint, we built detailed buyer personas based on interviews, market insights, and social behavior patterns. This helped us identify two key brand desires: pride in Colombian heritage and a desire for elegance and sophistication.
2. Brand Positioning & Storytelling
Drawing from historical narratives like the legend of “El Dorado” and the Hindi word Kosh (meaning “treasure”), we framed a brand story that intertwined gold, mythology, and the Colombian spirit. We positioned KOSH not just as a product, but as a modern-day heirloom—a luxurious nod to history.
"When the Spaniards arrived in the Caribbean lands, they thought they had reached an extension of India and were greatly surprised to see that the tribes they encountered were working with gold and wore it calmly. At first, these tribes exchanged gold for the objects the Spaniards brought (mirrors, razors, straps). It was then that some conquerors, knowledgeable in the Hindi language, thought they were speaking the same language as in the lands of the Asian continent and tried every possible way to ask for more riches. This is how they ended up using the word 'Kosh,' which means 'treasure' in Hindi. Over time, the natives managed to communicate with the Spaniards and learned of their ambition for the precious metal, so they invented stories in which they said that deep in the jungle, great treasures could be found. This was to lure the explorers away from their settlements and get them lost in the jungle. These myths reinforced the legend of El Dorado."
"Cuando los españoles llegaron a tierras caribeñas pensaron que habían llegado a una extensión de la india y se llevaron una gran sorpresa al ver que las tribus que encontraron trabajaban el oro y lo portaban con tranquilidad, al principio estas tribus canjearon el oro por los objetos que portaban los españoles (espejos, navajas correas), es ahí cuando algunos conquistadores conocedores del idioma hindú, pensaban que hablaban el mismo lenguaje que en las tierras del continente asiático y buscaban todas las formas posibles para preguntar por más riquezas, es así como terminaron usando el vocablo Kosh que en hindi significa tesoro, con el tiempo los aborígenes lograron comunicarse con los españoles, y aprendieron de la ambición de los mismos por el metal precioso por lo que inventaron historias en las cuales decían que en lo más profundo de la selva podían encontrar grandes tesoros, para que los exploradores se alejaran de sus asentamientos y se perdieran en la jungla, estos mitos reforzaron la leyenda del dorado."
"Cuando los españoles llegaron a tierras caribeñas pensaron que habían llegado a una extensión de la india y se llevaron una gran sorpresa al ver que las tribus que encontraron trabajaban el oro y lo portaban con tranquilidad, al principio estas tribus canjearon el oro por los objetos que portaban los españoles (espejos, navajas correas), es ahí cuando algunos conquistadores conocedores del idioma hindú, pensaban que hablaban el mismo lenguaje que en las tierras del continente asiático y buscaban todas las formas posibles para preguntar por más riquezas, es así como terminaron usando el vocablo Kosh que en hindi significa tesoro, con el tiempo los aborígenes lograron comunicarse con los españoles, y aprendieron de la ambición de los mismos por el metal precioso por lo que inventaron historias en las cuales decían que en lo más profundo de la selva podían encontrar grandes tesoros, para que los exploradores se alejaran de sus asentamientos y se perdieran en la jungla, estos mitos reforzaron la leyenda del dorado."
3. Visual Identity Design
In our second client session, we reviewed visual moodboards and design directions. The goal was to strike a balance between richness and minimalism. I crafted a logo that felt symbolic and timeless—referencing treasure maps, ancient lettering, and Colombian craftsmanship. From there, we defined a refined color palette, gold accents, and minimalist layouts to carry the brand essence across platforms.
4. Content Strategy & Social Media Look and Feel
Based on our personas and positioning, we defined a visual strategy for social media that would reinforce KOSH’s values. I directed and photographed a series of editorial-style product shoots, focusing on lighting, angles, and storytelling through image. We created icon sets and social media templates to maintain consistency and scalability.
5. Client Reviews & Final Delivery
We held three collaborative review sessions with the client throughout the process—one per week—ensuring feedback loops were quick and actionable. The final delivery included a full brand manual, ready-to-use social media assets, and templates for internal use.
Outcome
The result: a brand that feels both rooted and refined. KOSH is a Colombian treasure—visually and culturally—designed to spark pride, curiosity, and admiration.
Branding Kosh
Content Strategy
User Persona, expectation campaign
Abril 2019 - Mayo 2019
photo aesthetic
Instagram AD
Icon Set
Engagement Ring
Fotografía
Abril 2019 - Mayo 2019
