Common Kin – From Seoul to Dubai
A contemporary fashion house with Seoul roots, reimagined for the UAE.
The Story
Common Kin began with a simple idea: to bring contemporary wardrobe essentials, crafted in Korea, to a new global audience. Known for their timeless, minimalist pieces, the brand had a solid foundation in design and manufacturing. But for their entry into the UAE market, they needed more than just great products — they needed a complete brand identity, one that would resonate with Middle Eastern consumers while staying true to their Korean roots.
That’s where GoodEnough stepped in.
We weren’t just tasked with launching an online store or refining an existing identity. Our job was to build the entire Common Kin brand from scratch, crafting a visual identity, tone of voice, and digital presence that would feel authentic and relevant to the UAE audience. This included everything from naming and brand positioning to Shopify eCommerce setup, inventory management, and product photography.
We saw an opportunity to shape Common Kin into a contemporary fashion brand that seamlessly bridges cultures — combining Korean craftsmanship with a modern, understated aesthetic that fits perfectly into the Middle Eastern lifestyle.
What we did
Our journey with Common Kin began with defining the brand identity. We started by crafting a name and narrative that would embody simplicity, sophistication, and timeless design — core values that the brand would stand for. The identity needed to reflect Korean craftsmanship while appealing to a style-conscious UAE audience that values quality and versatility in their wardrobe staples.
We then moved into building the digital presence. Knowing that first impressions matter, we developed a Shopify eCommerce platform that didn’t just function well but also looked and felt premium. The platform was designed to be mobile-first, ensuring a seamless experience across devices, with clean navigation and a boutique-like feel that made browsing effortless.
Behind the scenes, we set up inventory and stock management systems to ensure Common Kin could track products in real-time, manage order fulfillment smoothly, and scale efficiently without operational headaches. We integrated payment gateways and configured shipping and fulfillment options to meet the logistics needs of the UAE, making sure every part of the customer experience — from checkout to delivery — was frictionless.
Understanding that visual storytelling plays a key role in brand perception, we handled eCommerce product photography, creating minimalist, elevated images that aligned with Common Kin’s clean, sophisticated aesthetic. These visuals were used across the website, social media, and digital marketing, ensuring brand consistency at every touchpoint.
But a brand is more than just visuals and functionality. It’s about building a connection with customers. We created a digital launch strategy focused on telling the Common Kin story — a brand born in Korea, crafted for the UAE. Through content creation, social media storytelling, and email marketing, we helped Common Kin establish its presence in a new market, making sure that every interaction felt authentic and intentional.
Result
With GoodEnough at the helm, Common Kin transformed from a concept to a complete brand, fully equipped to enter and grow in the UAE market.
The Shopify eCommerce platform we built serves as a foundation for growth, capable of handling increasing traffic and sales while providing a seamless shopping experience. The inventory management system ensures smooth operations, giving the brand full control over their stock levels and order fulfillment.
Our product photography and digital strategy have helped Common Kin establish a strong visual identity across their online presence, creating a consistent and memorable brand experience that resonates with customers.
Today, Common Kin stands as a contemporary fashion brand that bridges Korean craftsmanship and Middle Eastern lifestyle, offering timeless wardrobe essentials that feel both familiar and fresh. The brand is positioned for long-term success in the region, with a solid digital infrastructure and a strong brand identity built to evolve and grow.
This wasn’t just about launching a store. It was about building a brand from the ground up, crafting a story that connects cultures and creating a platform for future growth.
to be great?