Case study
Kin Euphorics enlisted Antonym for strategic tone of voice support and copy execution across every consumer touchpoint.
*An original meditation for Kin Spritz, garnering one of Kin’s highest email open rates ever: I feel a radiant connection to those around me. I flourish in this connective energy, empowered by Kinship.
The Lexicon
Conjure Clarity and Vision, Conscious Connection, Delve Into Dreams, Kin Curious, Kintentions, Rosé-Inspired Rapture, Stoke Your Heart Fire, Tame the Twilight, Unlock Heart-Opening Joy
A functional beverage visionary
Kin Euphorics is what all the alc-free beverage brands want to be: ferociously cool, emanating free spirit energy with a psychedelic twist. They’ve mastered the alternative spirits game.
Their sparkling, non-alc canned spritzers and made-to-mix bottles are infused with adaptogens and nootropics for conscious sipping and all-day brain-powered benefits.
The challenge
“Kin needed to stand out in the saturated (and star-studded) functional beverage market with messaging that upheld the tension between purpose and play.”
As sober living rises in popularity, so have the alc-free beverage options available to consumers. We expressed Kin’s differentiation with sharp, strategic, yet high-romance copy that left no room for confusion about the brand’s complex formulas, punchy flavors, and compelling benefits.
Deliverables
Brand and voice strategy
We developed messaging and positioning strategies including tone of voice, website and product storytelling, brand positioning, and the name plus campaign messaging strategy for Kin Bloom.
Copywriting
We executed our strategies with copywriting across every consumer touchpoint including: Kin Bloom product name, Bella Hadid partnership reveal, PDP layout strategy and copywriting, subscription program messaging, names for exclusive product bundles, the Kin Quiz, emails, visual merchandising, primary and secondary packaging, website, product descriptions, social media, paid advertisements, and SMS.
Throughout our engagement, our mantra was “shorter and sharper,” as we slashed copy lengths for PDP, emails, SMS, social captions, and packaging—honing clarity every step of the way without losing wit or play.
We built a distinct verbal world for each campaign, spiking the brand’s impressive science with psychedelic analogies and clever, ownable flourishes. All while weaving their signature tone into a wealth of new business initiatives.
We helped show that humanism beats algorithms with mindful content that authentically elevated Kin’s products and vision. Our email series featuring original meditations* for each Kin product generated some of the highest open rates ever.
The Antonym effect
“Working with Antonym is a true pleasure. They not only deliver highly creative work but have true business acumen and creative instinct to help you drive to your core business goals and get you where you want to go in a big-picture way.
They are instinctual and investigative, ensuring that you begin each project by defining the ultimate goal you want to achieve and building a great story along the way.
Antonym really got to know our brand, and we found them consistent with having an in-house copy resource which saved a lot of time and energy in developing our brand voice.”
Casey Maher, Creative Director
