A’kin Brand Repositioning

Client: A’kin Naturals
Category: Personal Care, Haircare
Project: Visual Brand Identity, Campaign Vision & Campaign Development
Impact: Improved Brand Perception & Recognition

Project Goals
A’kin, an esteemed Australian brand specialising in natural hair and skincare, initiated a comprehensive brand repositioning endeavour. This project encompassed a rejuvenated brand identity and Masterbrand marketing campaign, aligning with their core values of sustainability and quality.

Process
The design process for this rebrand project was multifaceted. It began with a thorough assessment of the brand’s current identity and objectives. The initial phase involved discussions to understand the vision, goals, and target audience. Market research and conceptualisation followed.

Once a solid concept was agreed upon, the design idea was transformed into a comprehensive visual identity, encompassing a logo that remains recognisable yet unique, wordmark icon, typography, colour palette, tone of voice and style guidelines.

The colour palette celebrates the vast natural florals and landscapes of Australia; from dark eucalyptus green to the bright pink of a gum blossom. It combines uplifting and energising brights with earthy grounded hues that will become recognisable as uniquely A’kin.

Solution
This revitalised brand image then extended into a photoshoot and Masterbrand Campaign along with various touchpoints such as marketing collateral, digital assets, and POS material.

The campaign development focused on translating the rebrand into a narrative that captured powerful formulations and a commitment to quality, landing on the campaign headline; ‘Powerful Botanicals. No Compromises.’

This campaign incuded digital, social, print and out of home advertising across ANZ.

*This project was completed for McPherson’s Consumer Products Pty. Ltd 2022-2023

“Nancy is fantastic to work with. Her creative process is incredibly thorough, and she really gets under the skin of the brand to deliver strong, compelling creative. She is extremely organised, detail oriented and excels at project management.”

Katie McManus, Sr. Brand Manager