bellewether partners
OPTIMIZING A BRAND'S POTENTIAL
We have worked with KIND from the beginning. What started as a fruit and nut snack bar brand evolved into a household brand with more than 10 product lines across multiple categories and day parts. In 2018, KIND came to us to help identify areas of brand opportunity to support its
continued growth.
With the wide expansion of KIND's portfolio, its parent brand had become diluted. Each product line was seemingly its own endeavor with its own unique representation of KIND. At the shelf, consumers were confused as to what KIND product would meet their needs. This confusion translated to slowed growth rates.
We partnered with KIND's leadership to swiftly address three key areas.
Brand architecture
We developed three conceptual brand architecture models which would later serve as the foundation for the entire portfolio's design refresh.
DESIGN
Once we determined KIND's brand architecture, we explored conceptual design and applied across the entire portfolio. From there, we prioritized product lines with the most opportunity or in need of the most help and drilled down to refresh and redesign.
Brand guidelines
We authored KIND's updated brand guidelines to equip its domestic and International teams with the tools to maintain brand consistency with the launch of new lines and extensions in the future. With some guide rails in place, brand owners can exercise freedom while ensuring the KIND brand is fully optimized.
before
KIND brand was not optimized which translated to lower conversion rates at the shelf and slowed growth
Logo was inconsistently used
Hierarchy of communications varied from line to line
Color palette variances
Imagery and photography showed great range of illustration, ingredients and product
after
The KIND brand is restored as the hero
KIND logo is used consistent throughout
Brand architecture provides clear delineation across lines and offerings results in better consumer navigation
Product lines feature identities that communicate benefits and occasions
Colors are vibrant and harmonized
Product photography is consistent, actual product is shown along with ingredient cues
