This weekend, I launched the new logo for The Kindest!
But in many ways, this isn’t a new direction at all—it’s a return to my roots.
When I first arrived in Switzerland in 2013, I was navigating a new and intimidating country, taking seasonal jobs outside my profession as a Graphic Designer while trying to find my place. To stay creative and keep up with my skills, I started a little design and craft blog called A Miss in Swiss. It became my creative outlet, allowing me to develop my illustrative style—modern folk art and, most notably, cow designs.
For years, I embraced this style, even using the same logo for my freelance design work. But one day, I made a change. A flippant comment from a recruiter—after I was rejected for a job—left a lasting impact. When I asked for feedback, I was told my CV and portfolio were strong, but my personal branding came across as childish. I was crushed. Embarrassed. I quickly swapped my beloved logo for something typographical, muted—something that wasn’t me.
Even as I worked full-time, I always had a little side business—selling greeting cards on Etsy, and designing branding packages for small businesses. But I constantly felt like I was chasing a style that wasn’t truly mine.
Then, after having my son, I experienced the identity shift many mothers do. Who was I now? What did I want to be? How would I set an example for my child? Living far from family and friends, I relied on video calls and the post to stay connected. That’s when The Kindest was born—a business centered on the joy of sending cards and little gifts to loved ones far away. But even then, I chose a minimalistic logo, one I thought was “acceptable.”
As The Kindest grew, so did my confidence. I reconnected with the things that first inspired me when I arrived in Switzerland, and I found myself creating more Swiss-inspired designs again. I knew I wanted to update my logo—this change has been a long time coming. But I wanted to do it right. I wanted to return to the cow that first captured my heart over a decade ago.
And why is Schwarzsee part of it?
Schwarzsee was our first home in Switzerland back in 2013—the place where this story began. A little alpine oasis with calm waters reflecting rugged mountains, dotted with cows, chalets, and a community proud of their traditions. When we arrived, we were two 20-year-olds, away from our families for the first time, figuring out how to find our footing. We moved around a lot, chasing jobs and trying to carve out a future.
In 2022, we came back to Schwarzsee—older, married, maybe a little wiser, with a young child and a dog in tow. We came home—to where our story started and where it was always meant to unfold.
The Kindest is more than just a small business to me. It is me. It reflects everything I love, everything that inspires me, my values, and my journey. And that’s why I do this—because I want to share it all with you.
So, as The Kindest enters its fourth year I want to thank you from the bottom of my heart for your support over the years, whether its from buying products or from following my journey on social media, I’m very happy to have you here with me for the ride!
- Yasmin
3 comments
I just wanted to say that I really enjoyed your honest and heartfelt blog. I felt quite emotional reading it, and also privileged, that you shared the personal journey you have been on. Very inspiring. Well done and good luck to you and your family and of course, The Kindest.
Yasmin, you have come so far and done so well, both professionally and personally. You have made a beautiful life in Switzerland and are creating the most fabulous, relevant and innovative designs. Really, really well done – I am continuely excited to see what beautiful designs you will create next!
Good for you Yasmin, having the courage of your convictions to follow your ideas. Your designs are delightful and so Swiss which I love. Good luck to you for the future.