• Transform magazine
  • August 18, 2022


Free the Birds develops new brand and packaging for Skin Therapy

Kin Skin Therapy Top Banner (2)

Design and branding agency Free the Birds has created a new brand and packaging identity for Skin Therapy, a range of everyday skincare products from Kin, the sister company of British high-street retail chain wilco. The new designs have been rolled out across the entire range, which includes face washes, scrubs, and toners.


An important part of the rebrand was ensuring continuity across all of Skin Therapy’s sub-ranges, including Face, Baby, Kids, Vitamin C, Spa and Hygiene, all while expressing the personality and benefits of each.

The Baby range features illustrations of animals interacting with the product, with the aim of making the collections fun and engaging. For the Spa collections, on the other hand, Free the Birds designed a a soft, decorative illustrated swirl design to evoke relaxation and indulgence. The rest of the skincare collections use a simple colour bar to highlight the product benefit in apastel colour for the Sensitive, Tea Tree and Moisturising products, set against a white background which unites the collections.


One of the key changes to the design was enhancing the Skin Therapy logo to ensure it had visibility on the shelf and within digital environments. By doing so, Free the Birds also aimed to give the range confidence to compete against mainstream beauty brand rivals in store.

“It’s been a fascinating exercise distilling these visual cues down to an everyday and approachable level, making the brand look affordable yet feel credible. We can’t wait to watch the brand develop further,” says Nick Vaus, partner and creative director at Free the Birds.