Clear positioning, one brand.

Context
Founded in 1932, Kinlys Group has shaped the pet care industry across over 65 countries. Over time, new brands and ranges were added, expanding reach but fragmenting the group’s identity. Kinlys needed a unifying story and a clear structure to reconnect all brands under one vision.

Insight
Kinlys’ strength (diversity) had become a challenge. To move forward, the brand had to rediscover its core: the natural connection between animals, humans, and nature.

Solution
lielens created a new global positioning, naming, visual identity and packaging architecture built on that connection, expressed in the brand purpose: “Helping to rebuild a great ecosystem between animals, humans and nature.” The Passion range is aimed at hobbyists, whereas Primus focuses on more advanced users who prefer premium feed with clearly defined benefits. Both ranges reflect the same purpose, keeping love for animals central. The new identity brings clarity, coherence and emotion to a portfolio once divided. The Passion range is aimed at hobbyists, whereas Primus focuses on more advanced users who prefer premium feed with clearly defined benefits.

The new identity brings clarity, coherence and emotion to a portfolio once divided.