OPTIMIZING A BRAND'S POTENTIAL

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 preparing for its $5B acquisition to Mars.

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.

strategy

We developed three conceptual brand architecture models which would later serve as the foundation for
KIND's growth strategy.

global rebrand

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.

operations

We implemented process and structure to equip its domestic and International teams with the tools to maintain brand consistency alongside portfolio growth. With some guide rails in place, brand owners can exercise freedom while ensuring the KIND brand is fully optimized.