Marx Design 60 Kynn

  • Pou Auaha / Creative Director
    Ryan Marx
  • Ringatoi Matua / Design Director
    Manuel Payan
  • Ngā Kaimahi / Team Members
    Tristan O'Shanessy, Lydia Harden Bull, Rachel Dredge, Nicola Kearns
  • Kaitautoko / Contributors
    Yuki Sato, Drew Robertson, James Yang
  • Client
    Bronwyn Payne
Judge's comments:

We really liked how the colour palette celebrated inclusiveness, the different skin types and empowered women from all cultures. Loved how the packaging is like a swatch you can hold up to your skin tone to ensure you can match your shapewear perfectly. Nice!


Designed to be felt, not seen. Invisible, but supportive. Kynn’s got your back, bum and boobs.
Created in response to the universal need for shapewear for every body, Kynn, derived from kin, is a new generation of ‘confidencewear’, with a colour pallet to represent not just skin tone, but to celebrate the human figure, self-love and self-acceptance. Before Kynn, the world of shapewear didn’t speak at all to the young, vibrant and empowered woman of today. It was an emotionless category; a category that brought up feelings of embarrassment, shame and boredom rather than sparking empowerment and self-confidence. We realised that in order for this product to be successful, the brand needed to bring kindness and self-love back into the category of shapewear.
The traditional approach of envy-inducing perfection used in the shapewear category leaves the consumer feeling less than perfect. Kynn flips that old-fashioned approach on its head by proudly running in the opposite direction – celebrating the shapes, colours and sizes of everybody. To bring this purpose to life, the brand needed to be positive, caring, and friendly.

The Kynn brand colours, yellow and blue, speak to positivity - blue oceans, blue skies, the sunniest of days. The brand’s core value of inclusivity is beautifully articulated through a palette of skin tones and a soft yet refined visual expression. By aligning this strategy with its target audience's desires for self-expression and empowerment, Kynn sets itself apart as a visionary brand. With a deep understanding of its brand values and a commitment to innovation, Kynn employs a combination of bright colours and skin tone hues as a critical element in its communication and messaging.

Recognising the powerful influence of colour on emotions and self-perception, Kynn strategically incorporates a cleverly developed range of skin tone hues that come through in its shapewear designs and in the packaging colours. The brand understands the potential for colour to inspire confidence and embraces it as a key element in transforming the traditional perception of shapewear.

The shapewear colours celebrate every body; the brand’s core value of inclusivity is beautifully articulated through a palette of skin tones and a soft yet refined visual expression. By embracing the power of colour, Kynn is reshaping the shapewear landscape, creating a brand for every body.