Designed by London-based agency Free The Birds, Wilko’s skincare sister company, Kin, launches ‘Skin Therapy’, a line of everyday skincare. 

Skin Therapy encompasses sub-ranges which include Face, Baby, Kids, Vitamin C, Spa and Hygiene and Free The Birds ensured continuity through each range’s design. 

Animal illustrations, “indulgent” patterns and a pastel-based colour scheme grace the overall design theme. The Baby range features illustrations of animals, from a giraffe to kangaroos, interacting with the product, aiming to make the products appear family friendly, fun and caring. Furthermore, the Spa collection features a subtle swirl to  “evoke relaxation and indulgence” according to Free the Birds. 

The Sensitive, Tea Tree and Moisturising products focus on a set pastel colour against a white background to reflect simplicity and consistency. 

The Skin Therapy logotype has been enhanced to give the brand more visibility on shelves and to appear “affordable yet feel credible” according to Nick Vaus, partner and creative director at Free the Birds. 

The new designs have been rolled out across the entire range, including face washes, scrubs, toners, moisturisers and lip balms. The range is sold to 800 retail and wholesale partners nationwide.