Kit & Kin
Credibly beautiful.
Name Creation. Brand Strategy. Visual Identity. Packaging Design. Product Design. Copywriting. Artwork. Print Management. Brand World.
A new brand creation by B&B in 2016, Kit & Kin has evolved from a biodegradable nappy brand into a diverse sustainable lifestyle brand as of 2023. Throughout, we’ve worked closely with them on innovation, design, materials and messaging to create and communicate industry-leading sustainability stories in a uniquely desirable way.
Built around the ethos of ‘protecting your world naturally’, Kit & Kin is committed both to limiting the environmental impact of products, and also protecting vast areas of rainforest through the Kit & Kin Foundation.
PROTECTING YOUR WORLD, NATURALLY
Kit & Kin’s sustainable credentials are unquestionable, but aren’t necessarily front of mind for an exhausted new parent. Understanding this mindset was key, particularly in a market dominated by global brands with performance-based messaging. The success of the brand relied on shifting the perception that eco nappies failed to perform; that a choice had to be made between doing the best thing for the planet or the best thing for your baby.
Our solution was to win hearts through irresistible design, then minds through clear, concise and precise messaging. Contemporary desirability was key: we created a brand parents wanted to display, and products they wanted to see their babies wear – each nappy features an animal face on the bum offering exceptional cuteness and instant Instagrammability.
GETTING BIGGER EVERY DAY
The success of Kit & Kin’s branding has empowered the business to expand its range of eco-friendly plant-based babycare, launch the world’s first reusable nappy made from ECONYL® and become the first UK retail brand to package its nappies in paper. By 2021, the brand had:
– Prevented 30 million standard disposables from reaching landfill
– Purchased and protected 806 acres of rainforest across 7 countries
– Begun to donate 3000 nappies a month to UK baby banks.
“Kit & Kin’s success can be attributed to three things: number one, our exceptional product; number two, our irresistible branding and nappy designs; number three, our brand pillars – better for baby, better for our world and giving back. When we ask consumers why they buy us, they always like to say it’s about sustainability, but the more we talk the more we learn that it’s the designs they really love.”
Chris Money, Co-Founder
