Kinship Wellness Center Brand Identity

Kinship is a design-forward wellness center based in Hong Kong, offering cold plunges, a Finnish sauna, and a magnesium bath, but its purpose goes far beyond recovery rituals. It’s a community-first, feel-good space created to combat urban loneliness and spark meaningful human connection. Kinship redefines recovery as something social, emotional, and beautifully accessible; less about prestige, more about presence.

The brand identity builds on this spirit of shared wellness. It’s bold, bright, and full of energy, anchored in human warmth. At its core is a custom logotype where the “i” characters are subtly transformed into human figures, a gentle nod to inclusivity and collective experience. With multiple “i”s in the name, the sense of community is multiplied in the logo itself.

Typography: Headlines use Barlow Semi Condensed in bold weights, confident, grounded, and impactful. It’s paired with DM Sans for body copy, offering clarity and balance while maintaining a modern, friendly tone. Together, they create a versatile system that feels both energetic and approachable.

Color Palette: The primary colors - Kinship Blue, Pink, Orange and Yellow - inject joy, movement, and vitality. These are grounded by soft Beige and neutral Gray, creating a vibrant yet harmonious palette that supports both emotional storytelling and functional clarity.

Illustration System: The brand includes abstract illustrations inspired by textures and feelings associated with each wellness ritual: sauna (fire), magnesium bath (crystalline textures), and cold plunge (snowflake motifs). 

Photography: Calm, candid, and human. Photography focuses on real moments: people sharing space, feeling grounded, connected, and present. The visual tone avoids anything overly posed or sterile, reinforcing the brand’s emotionally warm and inclusive positioning.

Services: Brand Strategy, Creative Direction, Brand Identity Design