KINFORM / BRAND LAUNCH
SHOWING WHY SMALL BOOBS ARE THE TITS
With a lifetime of being exposed and encouraged to get a boob job, I was planning on going under the knife in my early 20s when the idea for Kinform took root in my brain: a community-led lingerie brand formed to support and inspire women with smaller chests, rather than having cup-size dictate femininity. This one idea back in 2015 led to years of product development and research, a trademark, a photoshoot completed on less than $1000 budget, and successfully funding a $11,000 Kickstarter campaign the year after the pandemic.
Role:
Product Development
Strategy
Creative Direction
Copywriting
Art Direction
Naming
Styling
Producing
The Idea
Boob jobs are the norm for small-breasted women looking to reflect the standard of beauty. This push is reflected in media, in lingerie, in culture (think: ‘flat-chested’). While I’d felt this personally, I wanted to see if other women were feeling the same way—and if instead of us altering our bodies, we were able to alter the clothing and culture around us.
To gut-check my idea, I created a Google survey with a $100 gift card giveaway to gather information and emails, and quickly taught myself Meta ad buying so I could reach an audience that extended beyond my personal network. The insights that came back were affirming, if not emotional to read.
Product Development
After knowing that there was an audience for my idea, I started on a basic design for a bra that would be the cornerstone of the community and business: no cups, wore like a sports bra but looked sexier, non-toxic, high quality, and wouldn’t wreck havoc on the environment.
However, I lacked the technical and sewing skills to develop a prototype—or beyond. To make up for this knowledge gap, I knew I’d need an expert. I cold called a local seamstress who led me to Creative Suite Studio, an apparel consultancy. Together, we explored fabric types, designs, colors, and manufacturing partners that aligned with my goals.
While development took several rounds that extended over years (and different manufacturing partners), once the prototypes were in my hands, I wanted to get customer feedback immediately. As a member of the now-defunct The Wing, I posted an ad in the weekly email—looking for women interested in possibly testing my product. Ultimately, I had 8 incredible women make their way to The Wing in the middle of a snowstorm to try on the bras and provide feedback. Some of those women also went on to support my photoshoot (models, photographer) and connect me with other needed support (graphic design).
Naming
While product development was going on, I was also working to get the logistics straightened out. I originally was set on the name Lovenote Lingerie, but my trademark law firm advised against the name—saying it more than likely would be rejected for being too close to competitors.
This eventually led me to Kinform—a nod to both a community and product formed to fit you.
Brand Identity
From there, Morgan Garleff and I worked together to develop the brand's logotype, art direction, and visual system—inspired by sensual boudoir poses and bold pops of color, which were echoes of the verbal identity that balanced intimacy with irreverence.
The visual system is made edgy yet elevated, with vibrant pops of color and a mix of personal graphic treatments.
Art Direction
Transparency, community, and bold (the brand pillars of Kinform) helped inform the brand’s art direction, with relaxed, in-studio photography.
Happy, real women were cast for diversity and character to highlight Kinform’s value in serving the needs of _____ and creating ‘confidence in myself’ feeling. Images were shot by Ashlee O’Neil in an old studio in Wicker Park, Chicago—capturing product and people in a cool ___ enviornment.
Crowdfunding
The final test for the product’s viability was if I could successfully fund a crowdfunding campaign—which wouldn’t necessarily eliminate costs, but would prove if there was a market.
Based on my research of successful Kickstarter campaigns launched previously, I figured out an accurate ‘prize’ range, copywrote the entire page, worked with a friend to produce a down-and-dirty campaign video, partnered with a social media buyer to create more Meta ads and bought ad space in an enewsletter to drive to the campaign, and taught myself Klaviyo and Shopify—to help collect emails before, during, and after launch.
After relentlessly promoting the campaign, I received $12,886—going above and beyond my original $10,000 goal.
Packaging
While the practical mailer mirrored the brand’s environmentally conscious ethos, the product packaging featured a mix of clear branded moments with personalized details—furthering the community-built value and pushing against the awful bra buying experiences the target had experienced previously.
Team
Apparel Studio: Suite Creative Studio
Photographer: Ashley O’Neil
Featured Work
Designers: Morgan Garleff
Video Editor: Winnie Hefner