What began as a discreet skin clinic in Kinsale with a loyal cult following, in 2024 Kins began their expansion into a five-room luxury treatment suite in one of Cork’s most sophisticated hotels; The River Lee. This new phase required an elevated brand identity that accurately communicated the dedication and precision of Dr. Louise Smyth and how she likes to do business.
This project made it into the 100 Archive 2024 selection.
At the heart of Kins’ identity is the concept of “Layers”—a metaphor for depth, authenticity, and the evolving beauty of skin over time. This philosophy was brought to life through art direction inspired by the strength and beauty of the Irish landscape. Storytelling and a strong sense of place were integral to this approach, making photographer Linda Brownlee a natural choice to capture its essence. The visual narrative seamlessly intertwines skin with natural elements, objects and materials that become more beautiful with age, echoing the richness of time-worn textures found in nature.
Photography highlights imperfect, beautiful skin and diverse skin tones, capturing the raw energy and resilience we draw from nature. Collaborating with Linda, we art-directed a shoot that seamlessly wove her signature style into Kins’ identity, reinforcing its emotional and aesthetic appeal. Scenes of sea swimming, lying on rocks, and immersing in the Irish landscape evoke a sense of belonging, power, and connection—reinforcing Kins' mission to help women embrace their skin’s journey with confidence and grace.
Beyond visuals, we crafted a distinctive brand voice and value proposition, ensuring Kins stood out in the competitive skincare space. A tailored social media and digital strategy ensured consistency and impact across all platforms, helping Kins connect with its audience in a meaningful way.
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