FOOD / KIND SNACKS / KIND
Work
KIND
SCALING A NICHE BRAND FOR MAINSTREAM GROCERY
THE CHALLENGE Kind had successfully built a strong niche brand, primarily sold as an impulse purchase at convenience store checkouts. The critical challenge was to transition from this limited point-of-sale environment into the hyper-competitive grocery store snack aisle. This required a strategic evolution of the brand's identity to capture shopper attention and communicate its core value proposition amidst a sea of established competitors.
THE CREATIVE STRATEGY As Chief Creative Officer, I directed the creative strategy to make Kind "aisle-ready." The approach focused on amplifying Kind's most powerful brand asset: transparency in telling the whole-ingredient quality of the product. We extended these core visual equities into a bold, scalable packaging architecture for multi-packs and new product lines. This system was designed to create a vibrant, easily recognizable brand block on the shelf, clearly communicating the "ingredients you can see and pronounce" philosophy while ensuring massive standout against competitors.
THE RESULT The strategic shift from convenience to grocery was a tremendous success. The brand's sales grew significantly, increasing market share and brand valuation, which ultimately positioned Kind for its acquisition by Mars in a deal that valued the company at approximately $5 billion.
