The New Standard

KINLÒ, Naomi Osaka's suncare brand, needed a glow-up as it prepared for a bigger retail presence. Created to dispel the myth that Black and Brown people do not need sunscreen, it created products that put the needs of melanated skin first.

“I never thought I needed sunscreen…I thought my melanin was enough.” - Naomi

While the brand heavily featured Naomi, it neither felt nor acted like her. Naomi Osaka is a new idea. A Haitian-Japanese American, professional tennis player, gamer, mental health advocate, fashion influencer, and mother, She is unapologetically herself, a catalyst for change, a legacy builder, and someone who shifts perspectives.

KINLÒ lacked the POV and boldness necessary to stand out on a crowded shelf.

With KINLÒ, we envisioned a bold world where communities of color don’t require protection. Here, melanated people are never an afterthought. Never the exception, but the blueprint.

The brand was grounded with the powerful belief: Melanated is no longer the exception, it’s the standard. 

KINLÒ is more than suncare, and our new brand strategy elevated the brand from celebrating and protecting your glow to creating and protecting the new standard and the people creating it.

KINLÒ, the name, is a new word for a new world. Born from fusions, it demanded a system that signals the birth of something new.

The wordmark is a generous but strong open-hand and symbol of the roots our brand grows from. 

The wide “O” signifies generosity and openness. Soft, rounded ink-traps in the letter forms make the bold feel gentle. 

The circles in our design system are inspired by the Japanese flag. The orange embodies the energy created by melanated people, while bronzed gold was chosen to represent the people of the sun.

And KINLÒ’s brand voice embodies authentic compassion, inspired pride, and defiant optimism brought to life through bold truths