Manukind
Manukind
Manukind
Oct 2026 - Present
Oct 2026 - Present
Brand leadership · Baby care · Community
Brand leadership · Baby care · Community
01 Identity •
01 Identity •
01 Identity •
02 Experience
02 Experience
02 Experience
03 Growth
03 Growth
03 Growth
MY ROLE
TEAM MEMBERS
MY ROLE
Brand Lead · Positioning · Brand guidelines · Packaging · Art Direction
Brand Design: Christy Lim
Photography: Sion Jo
CHAPTER 01 / IDENTITY
A clearer expression of everyday care.
Evolving an existing identity into a coherent premium baby-care brand.
Evolving an existing identity into a coherent premium baby-care brand.
Evolving an existing identity into a coherent premium baby-care brand.
The product came first.
The product came first.
When I joined Manukind, the product, logo and initial palette already existed. My role was to clarify what the brand stood for and make its value easier to understand, then connect that direction across packaging, ecommerce and communication.
When I joined Manukind, the product, logo and initial palette already existed. My role was to clarify what the brand stood for and make its value easier to understand, then connect that direction across packaging, ecommerce and communication.
Give kindness a visual language.
Give kindness a visual language.
I developed the brand around care, nature and the idea of “Kindness for every kind.” I refined the use of color, typography, photography and messaging into a shared system. The goal was to make the brand feel warm and considered while keeping product information clear.
I developed the brand around care, nature and the idea of “Kindness for every kind.” I refined the use of color, typography, photography and messaging into a shared system. The goal was to make the brand feel warm and considered while keeping product information clear.
From guidelines to touchpoints.
From guidelines to touchpoints.
I built a 40-page brand book and directed creative across packaging, DTC, Amazon and campaign communication. The system covered both everyday product storytelling and Kindness Circle, giving the team a reference for how the brand should look, speak and behave.
I built a 40-page brand book and directed creative across packaging, DTC, Amazon and campaign communication. The system covered both everyday product storytelling and Kindness Circle, giving the team a reference for how the brand should look, speak and behave.
BEFORE / EXISTING IDENTITY & PRODUCTS
AFTER / REFINED BRAND SYSTEM
OUTCOME / LEARNING
My contribution was the positioning, evolution and direction of the brand system, building on the identity that existed before I joined.
My contribution was the positioning, evolution and direction of the brand system, building on the identity that existed before I joined.
My contribution was the positioning, evolution and direction of the brand system, building on the identity that existed before I joined.
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