Kindred. Case study by Workhorse

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Strategy & Voice

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Brand Strategy

#brand-strategyFebruary to April 2022

The work opened with research: who the buyers are, what every competing diaper brand already claims, and a recap that named the opening for a premium diaper made in Ethiopia and led by a Black family. That same recap locked the project plan and the budget, twenty thousand dollars each for branding and packaging.

document · April 12, 2022. Thirteen pages setting up the brand kickoff, covering what the research found, the shape of the final report (delivered on the web), the timeline, and the $40k branding and packaging budget.Workhorse · Kindred Research Recap & Branding Budget
document · The full research deliverable, published as a web report: who the buyers are, what the competition claims, and the brand recommendations that followed.Kindred Research Report

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Brand & Identity

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Brand Identity

#brand-identityApril to June 2022

The Kindred name drawn as a logo in a terracotta serif, four colors tied to the four sizes, and a printed texture for each that runs across the packaging, the diaper, the ads, and the site. It is warm and tactile in the hand and still looks premium on a shelf, with none of the luxury cliches.

system · The name drawn in a terracotta serif and delivered in five color versions (Full Color, Grayscale, Inverted, One Color, Reverse) as AI, SVG, and PNG files.Kindred logo
system · S is warm orange, M rose, L deep teal, XL sage green, and each one carries its own texture so a parent can pick the right size out from across the aisle.Size colorway system
system · Soft, irregular Turing-pattern textures licensed from a stock library, then recolored and assembled by Workhorse into one colorway per pack, S through XL. The same four run across the packaging, the printed diaper, the ads, and the site. Source archives from Adobe Stock are preserved at `2_Design/1_Identity/3_assets/`.The pattern and color system

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Digital Product

1 discipline

Web Design

#web-design2023

A WordPress site at kindreddiapers.com, kept alongside its working files and a full archive of the live site captured on September 25, 2024. Images were exported at two, three, and four times size so they stay sharp on high-resolution screens.

website · The live brand site, with a full archive preserved in the Workhorse Dropbox (`site-archive-kindreddiapers-live-1727257044.zip`, September 25, 2024).kindreddiapers.com · WordPress site ↗
production · Image exports at two, three, and four times size, staged so the WordPress site stays sharp on high-resolution screens.Site production assets

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Marketing & Social

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Campaign Creative

#campaign-creativeAugust 2022

Launch ads built on warm family photography, with the logo sitting bottom right and a terracotta speech bubble, patterned like the packs, carrying the promise: "Soft touch and gentle protection. Lab tested. Family approved."

campaign · The launch ad treatment: family photography with a patterned speech bubble carrying the promise. The Photoshop production file is preserved.Kindred ad concepts

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Environmental & IRL

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Packaging

#packagingSeptember 2022 through April 2023

Packaging for all four sizes plus the smaller inner pack, where the pattern tells you the size, the front carries the claims, one side carries the Kindred Cares panel, and Made in Ethiopia sits beside the certified-cotton mark. Everything was delivered as InDesign files a printer can run.

document · September 23, 2022. Concepts for the diaper print and the packaging.Kindred Diaper Design Concepts · 2a
production · November 4, 2022. Print-ready dielines for the four sizes and the sub-pack, with the claims on the front, the Kindred Cares panel on the flap, and Made in Ethiopia beside the certified-cotton mark.Packaging files · round 3b
production · The companion soft pack, with its Illustrator production file preserved.Kindred Large Diaper Bag