KIN

Kin is a makeup brand I created as a personal project. The idea came from my passion for beauty and my desire to create something unique and humane, a product that celebrates differences and promotes a healthier relationship with how we look.

Project Type

Branding · Product Design · Content Creation

Tools

Adobe Illustrator · Adobe Photoshop· Blender· Canva

Marketing analysis

Brand positioning

Quality-Based Positioning Strategy

The brand is embracing natural beauty and imperfection. The products are handmade, artisanal, and multi-functional, doubling as home decor once used.

4. Target Audience

Age: 25-50
Gender: gender neutral
Income: middle-high to high income (willing to pay for luxury and uniquness)

Values: sustainability, elegance, natural beauty
Interests: wellness, interior deisgn, art, artisanal products

2. Brand voice and messaging

Tone

Warm and welcoming, inspirational
Key messaging pillars
Celbrates imperfection
Beauty meets home decor
Sustainable and mindful luxury

Tagline

“Perfecty imperfect”

5. Brand activation ideas

Pottery workshop: customers make or decorate their own jars/recipients
Collaborations with interior designers: show how the recipients would enhance home aesthetics
Pop-up “Cave” retail experience: creating an immersive space to showcase the products with product-testing areas and mini pottery stations

3. competitor analysis

Direct competitors

Rare Beauty: natural, embracing imperfections
Aesop: minimalist, chic aestethic
Diptyque: luxury artisanal packaging

Differentiators

Unique packaging
Handmade with care, appealing to eco-conscious consumers
Sustainable, aesthetically pleasing

Visual identity

pRODUCT DESIGN

The recipients are designed to feel as if they were shaped from clay and stone by human hands. Their imperfections and uneven textures celebrate the beauty of craftsmanship, two pieces are never the same. Each lid is hand-painted, adding another layer of individuality and warmth to the design.

A.M CRÈME
P.M CRÈME
night balm
BODY BALM

For the packaging, I wanted to carry forward the concept of uniqueness and authenticity. The imperfect circle reflects the brand’s philosophy that imperfection is beauty. The overall design remains minimalistic, while the boxes maintain a clean yet elegant aesthetic to reinforce the brand’s refined simplicity.

Packaging

digital & Social media strategy

1. Goal

Build brand awareness, grow an engaged community, and strengthen the brand’s online presence through organic and paid strategies.

2. Platforms

Instagram: aesthetic storytelling, brand visuals, and community connection.
TikTok: authentic and creative video content that shows personality and the human side of the brand.
Website / SEO: drive organic traffic by optimizing for relevant keywords related to skincare, self-care, and sustainability.
SEA (Paid Ads): use targeted ads (Google Ads, Meta Ads, TikTok Ads) to increase reach, support launches, and drive conversions.

3. Posting Frequency

Instagram: 3–4 posts/week + daily stories
TikTok: 3 short videos/week

content pillars:

Product Highlights: showcasing our products in a clean and aesthetic way.
User-Generated Content (UGC): Sharing real photos and videos from our community to show how people use our products.
Educational Content: talking about our products, ingredients, and skincare tips to help people learn more about what they’re using.
Self-Love & Brand Value :spreading messages about self-love and embracing imperfection.
Brand moments: new launches, collaborations, limited editions, and special offers.