Kizen

Kizen

Proof that rebusinessing doesn’t require a total reset—just a better center of gravity

Expansion & Growth

Venture Design

Positioning & Strategy

Kizen

Proof that rebusinessing doesn’t require a total reset—just a better center of gravity

Expansion & Growth

Venture Design

Positioning & Strategy

Project Overview

Audience: Amazon-native Manufacturer Focus Areas: Product Strategy, Brand Positioning, Experience Design, Cross-Functional Alignment Role: Led by Kyle MacDonald at Thrasio, via a multidisciplinary internal team ("The Bounce House")

The Opportunity

Kizen was a high-performing Amazon brand with strong sales but little emotional equity. It had no real story, no visual coherence, and no path beyond its top-selling SKU—a digital kitchen thermometer. With other aggregator brands entering the space, differentiation wasn’t optional anymore.

How Kizen looked when we started: redundant products, no visual cohesion, generic appeal.
How Kizen looked when we started: redundant products, no visual cohesion, generic appeal.
Reimagined around food prep rituals and anxieties, the product line reinforced itself and cleared the way for a brand identity that earned trust at first glance
Reimagined around food prep rituals and anxieties, the product line reinforced itself and cleared the way for a brand identity that earned trust at first glance
The Re-businessing

Our team reframed the problem from "update the brand" to: “What if this thermometer was a category-defining product, not just a top-selling tool?” We launched a sprint we called the Brand Bolster, focused on realigning the brand’s emotional and functional center without discarding its existing success. This was full-spectrum rebusinessing: A new product experience built around confidence, precision, and joy in everyday cooking • Refined brand positioning rooted in emotional value (not just utility) • A visual and verbal system capable of stretching across new SKUs • Lightweight UX enhancements like the “New Version Widget” to evolve packaging, documentation, and product feel in tandem

Kizen didn’t need reinvention—it needed redirection. And in just a few weeks, we gave it a future-ready platform that could grow beyond the algorithm.

The Outcome

Although the project was paused due to a company-wide RIF, we delivered: A full industrial + brand redesign, user-centered product experience roadmap, refreshed brand architecture and naming conventions, and internal alignment across design, operations, and supply chain

Stick a fork in it. This one is done.

Stick a fork in it. This one is done.

Get in Touch

Drop us a message, or better yet put some time on our calendar and let's have a conversation. Bring your questions and we will bring the Golden Labrador excitement.

Get in Touch

Drop us a message, or better yet put some time on our calendar and let's have a conversation. Bring your questions and we will bring the Golden Labrador excitement.

Get in Touch

Drop us a message, or better yet put some time on our calendar and let's have a conversation. Bring your questions and we will bring the Golden Labrador excitement.