Kinn
Modern Heirloom Jewelry
REDEFINING MODERN LUXURY
Kinn Jewelry, founded by Jennie Yoon, entered the direct-to-consumer fine jewelry space with a challenge: inspiring trust in shoppers who'd never bought fine jewelry online. Our brand strategy, voice, and visual identity drew on Jennie's family history — a narrative centered on heirloom-quality pieces designed to be cherished, and passed down, through generations. A feminine personality and introspective voice, infused with LA sophistication and a sultry sensibility, built Kinn into a modern heritage brand that feels both intimate and aspirational.
The positioning we delivered — “modern heirlooms” — became the phrase Kinn is known by. Since launch, the brand has opened a Los Angeles shop and a flagship on Bleecker Street in New York, with pieces worn by Zendaya, Gigi Hadid, and Hailey Bieber.
WE DELIVERED
Brand Strategy + Positioning
Voice Direction
Copywriting
Taglines
Visual Identity
Logo Design
Packaging Design
Photo Art Direction
Kinn Jewelry brand identity and packaging design, instagram posts by Letter A — gold jewelry on minimal 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.
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
