Ki Essentials
Before it had a single product finalized, Kina, LLC approached Peter Harris & Associates (PHA) to create an identity for a proposed line of soaps to be marketed under the Ki Essentials name. First, we gathered and assimilated data about product attributes (features and benefits), trends, competition, distribution, retailer and consumer buying habits, etc. Then, as the first line of soaps, which would feature rice bran as a primary ingredient, were under development and other products were being considered, PHA and company officials engaged in a series of lively discussions: From a communications point of view (as opposed to a legal point of view, for instance), what is the appeal and significance of the names Kina, Ki Essentials, and Rice Bran Soap? How should they be represented relative to each other? What practical and aesthetic qualities should the respective identities convey? What visual characteristics—type, color, etc.—should be used to create an appropriate, distinctive, and memorable look and feel for each? How would later brands and products be positioned relative to earlier ones?
When we were convinced that we had adequately explored the issues and appropriately resolved them, we proceeded through the design and production phases. By the time Rice Bran Soaps were launched the rudiments of a comprehensive identity program were in place. Later additional brands (Organic Mountain Coffee) and products (Wild Yam Soap, Lemon Soap) were added. And as the product line expanded, so did the perimeters of the identity program and the role PHA played in the company’s overall presentation. We were involved in creating advertising, point-of-purchase and other merchandising materials, and a trade show booth.
Happily, the company has been well received by brokers, distributors, and retailers. Happier still, the products are a big hit with consumers.

“Wendy and I have known you and respected your work for years. It was only natural that we would turn to you for help with our latest venture. We are more than pleased with the results of our creative association.” — Edward Esko, President, Kina, LLC; Coauthor
(with Wendy Esko) of Macrobiotic Cooking for Everyone and other books