Marx Design 60 Kynn

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

An empowering & elegant brand execution, a real game-changer for the category.


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.
A best buddy that shows your best body, Kynn believes in making shapewear “cool” again. With a modern and fun brand promoting body confidence, comfort, innovation & sustainable practices, shown on models and women of all different shapes, sizes, and ethnic backgrounds, Kynn is reshaping the shapewear landscape, creating a fresh and exciting experience for its customers.

Kynn, as a small brand, demonstrates an extraordinary capacity to make a significant impact. Take the wordmark for example. The Kynn wordmark borrows from vintage fashion; think elegant editorial design from the 1960’s, and appears in sunshine yellow for positive brand presence and the ability to compliment every skin tone in our colour pallet.

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. This ethos is encapsulated in the inclusive photography, which celebrates all body types in an empowering and positive way. By aligning this strategy with its target audience's desires for self-expression and empowerment, Kynn sets itself apart as a visionary brand.

The brand's commitment to longevity and quality, planet-friendly packaging, and safe, ethical, and sustainable practices are evident in every aspect of its operations. By embracing these principles, Kynn establishes itself as a frontrunner in the industry, setting an example for others and reinforcing the notion that within the category, Kynn has your back, bum and boobs.