Knishka Brand Identity Preserving Childhood Creativity

Naming & concept In Bulgarian, the word “книжка” (knizhka) is often used as a diminutive — a small, beloved book, something personal and close to the heart. "Knishka" plays with this meaning.

The name is a deliberate wordplay, replacing the traditional letter with "Ж" (zh) with “Ш” (sh), turning the familiar into something distinctive. More importantly, it reflects the core idea of the brand: preserving the "thread" of childhood through creativity.

This “thread” represents imagination, growth, and emotional continuity - something so fragile in the moment, but incredibly valuable with time. Because ten years later, these creations are no longer just drawings. They are memories, identity, and heritage.

Logo design approach The visual identity is built around a custom wordmark, supported by secondary versions and a standalone symbol for limited spaces.

Yes! "Knishka" functions as a wordmark, even with the expressive treatment of the “Ш” (sh).

The letterforms are bold and rounded, constructed from circular shapes to create a sense of softness, safety, and approachability. At the same time, the typography subtly references older styles of lettering, not nostalgically, but reinterpreted in a contemporary way.

The focal point of the logo is the hand-drawn “Ш” (sh). It appears as if it’s written with a thread weaving through the rest of the word, connecting the letters and visually reinforcing the concept of continuity, care, and gentle connection.

This delicate balance between structure and freedom mirrors children’s drawings themselves - confident yet imperfect, expressive yet honest.

"Knishka" is a brand identity project that was born from a very real, very familiar problem. It transforms children’s artwork into carefully crafted books, preserving not just drawings, but moments, imagination, and the emotional thread of childhood - something that becomes priceless years later, both for parents and for children themselves.