Building a culturally defining brand at the intersection of wellness and social ritual

Managing Partner, RoAndCo

Snapshot

  • Built brand from zero → launch across strategy, identity, and experience

  • Established a new category at the intersection of wellness + social drinking

  • Achieved national distribution and profitable growth

  • Drove cultural relevance, leading to Bella Hadid joining as co-founder

KIN EUPHORICS

The word 'Kin' written in stylized orange font on a light beige background.

The Situation

Kin entered the market at a moment when consumers were rethinking alcohol but existing alternatives felt either overly clinical or socially limiting. The opportunity was to create a brand that allowed people to opt out of alcohol without opting out of the ritual.

My Role

Working closely with founder Jen Batchelor through RoAndCo, I led the brand from zero to launch across strategy, visual identity, packaging, e-commerce, content, and campaign.

What I Did

Defined the strategic foundation
Positioned Kin at the intersection of wellness and social ritual, creating a new space rather than competing within existing ones.

Built a distinctive brand world
Developed an identity that felt adult, intelligent, and emotionally resonant avoiding both clinical wellness tropes and traditional alcohol cues.

Designed for long-term scalability
Established a cohesive system across packaging, digital, and content to support growth from day one.

Created a culturally relevant narrative
Built a brand that consumers could identify with, not just as a product, but as part of a lifestyle shift.

Results

  • Successfully launched and scaled into nationwide distribution

  • Achieved profitable growth in an emerging category

  • Built strong cultural resonance, attracting organic high-profile adoption

  • Bella Hadid discovered the brand, became an advocate, and ultimately joined as co-founder

Creative Partners: Roanne Adams, Nikki Huffman. Director: Alice Rosati

A woman in glasses with blonde hair, wearing a plaid shirt, smiling and holding a glass of red wine at a dinner party.
Billboard advertisement for a product called Kin featuring a woman with curly hair holding a purple object, with bold purple text saying 'KIN, KIN!' and a bottle labeled 'Kin' on a purple background, with the website KINEUPHORICS.COM
A yellow boxed product, a brown bottle labeled 'Kym', and three small booklets in different colors (purple, white, and blue) on a gray surface.
Pattern of colorful circular logos on a light background, each featuring the letter 'K' and phrases 'Kin Euphorics,' 'Dream Light,' and 'High Rhode' in various colors including orange, blue, green, and purple.
An outdoor advertisement with three panels promoting a new euphoric supplement called KIN. The left panel features a smiling woman with dark skin holding a drink, the middle panel shows a bottle of KIN with yellow and white background, and the right panel features a woman with curly hair holding a small container. The background is a city street with a person walking past the advertisement.
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