KRONNIX

An extensive visual identity and packaging system for a fantasy brand to compete in
an industry saturated with marketing and minimal brand recognition.

ART DIRECTION — VISUAL IDENTITY — ILLUSTRATION


Select logo explorations during early
rounds of concepts.

As a team we explored calligraphy,
metal work and even a direction that had a 'suit of armour', which could be used interchangeably and were all ultimately cut before the .

Frames and borders played a big role in the identity, giving boundaries to content and visually slowing the scroll, giving it's audience a preview of what to expect.

Samples of hand drawn typography I created used across assets to help draw distinction between the brand's unique product collections.

Supporting elements were informed from the geometry found within the wordmark.

KRONNIX began as a quest for what a culturally relevant brand world could look
like when developed by fantasy nerds for fantasy nerds.

I'm incredibly proud of the results we achieved through an extensive handmade identity and packaging system that —wildly— surpassed client and market expectations in sales for the first 12mths of a brand. All at a time when AI was dominating many creative discussions, showing there is an ever-demanding market for things made by humans.
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  • The client wanted a new brand to appeal to a younger audience than its existing target market. I was brought onto the project to art direct and execute the full logo suite, identity and packaging, that could be expanded across multiple product lines and an ever-increasing amount of brand touch points.


  • Hours spent obsessing over medieval art history and black letter calligraphy paid off in this project. I wanted to stick to traditional typography rendering, reimagined for a modern brand. It was important that the wordmark felt placed in historical reality while representing a duality of organic geometry and wrought iron styling. Dialing in the final version took more rounds of revisions than expected with the overall team but the results are really well weighted, comfortable in compact or expansive spaces, and doing so while retaining a Jim Henson-level of whimsy.


  • Creative & Art Direction: Emily Kalatzis, Strategy/Copywriting: Miranda Ballyntine,
    Art Direction/Design Lead: Millan Butler, Digital: Donald Zhu,
    Supporting Illustrations/Production Artist: Teagan Ruttimann

2026 © ALL RIGHTS RESERVED

MILLAN BUTLER

TORONTO, CANADA