Kind Kones had been making waves in Malaysia and Singapore since 2017. The brainchild of a mother who wanted the best for her children, their plant-based ice cream and desserts were as delicious as they were healthy. They desired a new brand identity that captured the true essence of the brand and all that they stood for.

The Challenge

To craft a unified and clear brand identity that highlighted their uniqueness. Kind Kones is not just about ice cream, it embodies a lifestyle of conscious choices and guilt-free indulgences. Their brand personality needed to reflect the same. We wanted to focus our efforts on:

Inconsistent branding: As the brand grew, aligning branding, imagery and communication across online and offline channels became imperative.

Customer recall: While Kind Kones already had a loyal customer base, a seamless and cohesive brand identity would result in ease of recognition by prospective customers.

Brand clarity: This was the ultimate goal that would lead to increased visibility but also help the brand reach their full potential as they scaled to global markets.

Our Ideation

Our approach to Kind Kones was simple yet thorough highlighting the brand positioning - Kind Kones is not just a dessert brand, it’s the clean future of indulgence.

Branding The Kind Kones logo is harmonious and clean with lowercase letters and a natural element with the subtle yet distinct leaf detail. The colour palette reflects the brand values with bold black and pure white being the primary colours, leaving no space for grey areas. The secondary and tertiary colours are bright and elevated, adding contrast and variety. The packaging is minimal yet bold with the signature drip element, which is both playful and striking, as a standout.

Website
The website was designed to echo the heart of the brand. It is minimal, functional and easy to navigate, allowing customers to order their favourite treats directly from the website. Visuals play an important role with vibrant photography and rich textures at the forefront, reminding visitors that plant-based can still be decadent and delectable. Inspite of the content being information heavy with ingredient lists and dietary information, it is designed with generous spacing, neat icons and collapsible sections to keep the experience inviting and user friendly.

Social Media
After establishing the visual identity and refining the tone of voice, we translated the brand seamlessly onto social media. From defined content pillars to grid aesthetics, every post and accompanying caption were crafted to reflect the brand’s distinct personality consistently. This helped strengthen recall while driving engagement. Kind Kone’s social media presence aligns perfectly with the brand’s essence.