Somekind uses typographic texture to craft striking brand narratives

Founded by Aimee Lara and Kristel Posen, Somekind is a design agency that explores the intersection of creativity and strategy, shaping brand storytelling and tactile communication. Its work often materialises in striking, narrative-driven packaging and compelling visual identities, where concept and form are deeply intertwined. While based in Brussels, the duo’s distinct background – Aimee from the Philippines and Kristel from Belgium – bring a unique perspective to their projects, resulting in work that feels both locally attuned and internationally resonant. 

At the heart of Somekind’s practice is a commitment to thoughtful, strategic design. Its approach is both rigorous and refreshingly playful, whether delving into the physicality of branding – through materials, finishes, and spatial experiences – or constructing identities rooted in strong conceptual foundations. The candour of Somekind’s philosophy comes, in part, from its uber-intentional typographic discipline, typically turning to bespoke typography and characterful use of typefaces. The result is the creation of visual worlds that are as textural and florid as they are structurally grounded – a notion that, in fact, also embodies Aimee and Kristel’s dedication to craft and collaboration.