Boutique hospitality brand⁠ - Onshore Breaks

Kyn Folk was born from a love of travel and a deep appreciation for local food, culture and community along Victoria’s Great Ocean Road. Formerly operating as Surf Coast Picnic Co, the business had outgrown its original name and identity. While the offering was thoughtful and well-crafted, the brand no longer reflected the quality of the product, the values of the founders, or the direction the business wanted to take.

Our work began with a strategic reset. The challenge was not simply to refresh the look of the brand, but to clarify its purpose, positioning and long-term direction. Through discovery and brand strategy, we re-framed the business as a curator of meaningful, locally sourced experiences – not just picnic hampers. This led to a complete rename and repositioning: Kyn Folk – a name that reflects both the close-knit community of local makers (“Kyn” meaning family) and the people the hampers are shared with (“Folk”) .
The new brand anchors the business in connection, care and community, while allowing space for growth beyond a purely regional or tourism-led offering.

The identity system was designed to feel refined yet grounded – bridging the warmth of handmade, small-batch producers with a level of polish that would feel credible in corporate and professional settings. The visual language draws on the natural rhythms of the Surf Coast and Great Ocean Road, with supporting symbols referencing travel, landscape and the coming together of many small producers into a single, curated experience. Typography, tone and composition were carefully considered to balance softness and authenticity with clarity and confidence.

Strategically, the brand needed to do more than look good. It needed to build trust with new audiences, provide the founders with confidence in their marketing, and create a platform that could scale across digital channels, packaging and partnerships. The resulting brand system gives Kyn Folk a clear foundation to grow from – supporting storytelling around local artisans, strengthening community connection, and positioning the business as a thoughtful, premium gifting option for both individuals and organisations.

This project demonstrates our approach to brand as a living system – one that aligns vision, values and visual identity to support long-term growth, not just short-term aesthetic uplift. The outcome is a brand that feels more confident, more human, and more capable of carrying Kyn Folk into its next phase of growth.