Kin, formally known as KMPT, is a wellness brand who create high quality protein products, but also host fitness retreats in Ibiza, and pop-up classes in London.
The magic of the brand lies in the founders; husband and wife due Kyle and Kelly.
They tasked us with creating a new brand for their business, including a new name, brand identity, and packaging design for their protein and supplement products.
“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH.”MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
Getting to know Kelly and Kyle and understanding the way in which they built their community was key to allow us to create a new concept which is as bold and dynamic as they are, whilst staying relevant and standing out in the increasingly competitive wellness industry.
“Creating a tribe of like-minded people who challenge themselves, but most importantly- have fun”
We explored a number of naming routes, including those relating to the physical side of fitness, however it was the community that felt like the bonding factor; and also something to differentiate them from the competition. And so, ‘Kin’ was born, perfect in the way it speaks of a wider movement whilst cleverly including the ‘K’ of the founders names.
“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE BRAND TO IDENTITY.”MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
The logo and brand identity uses a strong, stripped back monochrome palette offset by blue pantone. The subtle spatial play sees the upper case ‘K’ slightly separated from ‘IN’ divided by a double diamond icon.
This represents the dual personalities of the brand’s founders – the same Ying and Yang dynamics that, although signifies difference, alludes to the duality of strength and wisdom.
This visual language has been applied to KIN’s marketing collateral, with the logo transposed onto energetic lifestyle photography of people exercising in either an urban or natural setting.
On product packaging, the dichotomy of the contrasting neon colour is striking in its arty, abstract look and feel. Despite the boldness, the design and labels are clean and simple and look entirely unlike anything else on the shelf.
“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER
The KIN packaging uses 2 block colours, a vibrant blue, KIN’s signature pantone alongside a soft black. The KIN logo and content sits on top of the block colours with a spot gloss that gives it a textured varnish contrasting against uncoated paper. Another layer to the packaging is the stickers showing the flavour of the product in the relevant colour.