Kinn

Heirloom Jewelry for Today

A small black jewelry box with a ring inside, displayed on a white insert that reads 'Kimn' and 'For your many memorable moments.' The box is open and connected to a black box with the same brand embossed on it, with a dark blue background.

REDEFINING MODERN LUXURY

Kinn Jewelry, a newcomer to the direct-to-consumer space, faced a challenge: how to inspire trust in shoppers unfamiliar with buying fine jewelry online. We drew on the founder’s family history to craft a compelling narrative, centered on heirloom-quality pieces designed to be cherished—and passed down—through generations. A feminine personality and introspective voice, infused with LA-style sophistication and a sultry sensibility, laid the groundwork for building a modern heritage brand that feels both intimate and aspirational.

WE DELIVERED

Brand Strategy + Positioning
Voice Direction
Copywriting
Taglines
Visual Identity
Logo Design
Packaging Design
Photo Art Direction

Three vertical digital marketing banners for a jewelry collection, featuring models and text about the new collection, on a brown background.

Since rebranding in 2018, Kinn has seen phenomenal growth and brand awareness. They have also moved offline with a presence in Clare V and Goop shops. In 2024, Kinn opened their first retail location at The Platform in Los Angeles.

A shopping bag with the word 'la maison' printed on it in white, placed on a dark floor against an ornate wooden door and stone wall background.
A jewelry gift box with a necklace inside, displaying a round pendant with an engraved letter 'M'. The box is open and sitting beside a closed black box, both branded with the name 'Kinn'.
A jewelry box containing a gold necklace with a round pendant engraved with a cursive 'M'. The box and background paper are branded with 'As She Is: Kinn'. The paper inside the box reads 'For your many moments lived.'
Multiple rings with gemstones displayed on navy blue fabric squares, each labeled with the brand name 'Kina'.
Close-up of a woman wearing layered gold necklaces, with a white shirt collar visible, on a website promoting jewelry.

The Kinn branding encompasses more than the logo, the color and the typography. It is the heartbeat of our brand. It is our North Star. It is the foundation for everything we do. With this clarity, our team innovates and experiments faster. We make decisions with more confidence. We spend less time debating our identity and more time executing effectively. It’s this depth of alignment that’s driven results — not just in awareness, but in loyalty and resonance with our audience. 

JENNIE YOON
CEO + FOUNDER, KINN JEWELRY

A white card with black text laying on a dark surface. The card reads: 'AS SHE IS. AS SHE WAS. AS SHE WILL BE.' and has the name 'Kinn' printed at the bottom right corner.
A woman with dark hair and earrings, wearing a white satin dress, holding a glass of white wine, with her eyes closed and a serene expression, sitting in a softly lit room.
Multiple black boxes arranged in a grid pattern on a dark surface, with the word 'kinn' embossed on each box.
Two gold rings, one with a twisted design and one with a small gemstone, placed on paper with handwritten notes and the phrase 'AS SHE IS.'
A jewelry box with a gold ring and necklace inside, tied with a black ribbon, surrounded by other closed boxes.
A printed card with the quote 'We believe jewelry should embody a woman's many moments lived — then, now, always. We believe every woman deserves to own fine jewelry at an attainable price. Above all else, we believe in designing pieces as modern heirlooms, made to last a lifetime.' and a red handwritten signature that reads 'love, Kumar'.

FEATURED PROJECTS