Brand packaging design for plant-based food brands
We're here to help plant-based food brands to succeed in the marketplace.
A vocation for design is at our very core. A zen approach to business and a sense of fun, these are the perfect ingredients for success. A strong belief in what we do and an unwavering commitment to our clients’ satisfaction.
We take our work seriously, but we also know how to have fun. A healthy disregard for the status quo and a passion for making things better, that is what drives us forward. And of course, a focus on the things that really matter – people, planet & animals. With these ingredients, we know we can achieve anything.
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Willicroft Rebranding & Packaging Design
Willicroft is an Amsterdam based vegan cheese brand that makes planet-proof, plant-based alternatives that are just as tasty. Inspired by the founders’ dairy farming roots, Willicroft combines age-old techniques with high quality plant-based ingredients, creating alternatives that are as good for you as they are for Mother Nature.
The challenge
Willicroft is established in 2018 by their founder Brad Vanstone. In its relatively short existence, the brand has gathered a great reputation in the Dutch plant-based food landscape. Despite many successes so far, the brand communication and packaging hasn’t evolved since the establishment. As Willicroft aspires to be a net positive company they have changed their product recipes, from based on nuts to be based on beans and pulses, to be even more healthy and sustainable. Willicroft reached out to us, to refresh their identity and packaging designs and align the brand communication.
The solution
We’ve helped Willicroft with the creation of a strong brand story and re-alignment of the visual identity. The previous brand was very vibrant, bold and eye-catching. We did want to maintain the recognisable elements of the previous identity, but at the same time create more consistency by making clear hierarchy decisions. One of the solutions was to create a clear hierarchy in the typography on the products. To support the recognisability of each product, we created a unique hand-drawn pattern based on the ingredients that have been used to make the products. To maintain the popping effect of the previous packaging, we've created a vibrant colour palette for each product that helps the products to stand out and differentiate themselves from their competitors.
Suppleam Branding & Packaging Design
We've helped Suppleam to build a strong and iconic brand identity that matches their values. Although the brand is kind-hearted and vegan in essence, we wanted to emphasize the other side of vegan nutrition and sports supplements. We've created a strong identity with a clear tone of voice. Dark colours in combination of neon popping colours, big typography and clean iconography were the solution.
Primal Essence
We’ve helped Primal Essence with the creation of a strong brand strategy and visual identity. Our strategy is focussed on the younger audience to grow the online presence of the brand. The product within the visual identity is leading in our design choices. As the soap bars are very colourful and differ, we chose to show the product as much as possible in our packaging solutions. We choose to create a minimalistic design with clear messaging on the sleeve. The subtle pastel colours help to differentiate purposes of the soap bars. All sleeves are printed on sustainable paper and printed CO2 neutral.
SEM SEM Art-Direction
Sem Sem choose Kindly Made as their partner to create the photography and art direction of the brand. The art direction, consisting of food styling, choice of material and composition, ensures a stylish and luxurious look on the website and social media channels, such as Instagram and Facebook.
Karma Shoarma Branding & Packaging Design
We’ve helped Karma Shoarma with the creation of a strong brand identity, which is applicable in many formats. The identity can be described as unique, eye-catching and the right amount of rebellious. As kebab is known to be the favourite snack/dish of many men around the world, we decided to create a contrary look for the brand and adjusted the primary colour to a more feminine colour - pink. We didn’t want to lose the masculine vibe and added contrasting colours, such as red and black, and added rough typography and quirky illustrations. We’ve also helped Karma Shoarma with the creation of the overall visual communication, packaging design, web design & brand photography.
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Web, Logo & Graphic Design for Consumer Goods Company
"The work from Kindly Made supports our way to communicate, and it’s been well-received in America."
the reviewer
the review
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
I’m the owner and founder of a company called Arapaha, and we develop fully circular consumer goods based on biomaterials. We focus on all kinds of interior products made out of natural materials that can be fully recycled.
What challenge were you trying to address with Kindly Made?
The reason I reached out to Kindly Made was that I read a very small article about how they focus on providing graphic design services to companies who are aiming for sustainable development. We asked if they can make our brand work for us, because we were looking for a good logo and a brand book that we can use for all our communications.
What was the scope of their involvement?
The first assessment of our partnership was to make a brand book containing all kinds of typographies, letterheads, and so on — they finished that by the end of 2019. Then, at the beginning of 2020, we started developing the website which they finished in July. In addition, they also provide us with graphic design services, for content on our social media.
For the logo and brand design, we had a certain idea about what style we wanted for the company, which was a minimalist approach mixed with Japanese and Scandinavian styles. After giving them the information, they started generating ideas around our preferences.
As for web development, it’s still an ongoing process as it is continuously evolving. We then asked them for marketing consultation, so we’re still in close contact with them for future developments.
What is the team composition?
I work directly with Timo (Founder), a web developer, and a graphic designer.
How did you come to work with Kindly Made?
As I mentioned before, I read a very small article about Kindly Made and I liked their ideas about the kind of companies he would like to work with. I wasn’t looking for well-known graphic designers, because I was sure that they would understand what we wanted.
I was looking for a company that really understands our economy and sustainability. That ended up becoming one of the factors of my decision to work with them.
How much have you invested with them?
We’ve spent about €15,000 (approximately $18,000 USD).
What is the status of this engagement?
Our ongoing partnership started in September 2019.
What evidence can you share that demonstrates the impact of the engagement?
Here in the Netherlands, people can clearly understand the way we express ourselves quite easily. The work from Kindly Made supports our way to communicate, and it’s been well-received in America — the people like the way we use their work.
I get reactions from all over Europe that people like our logo and that they want to be part of our company.
How did Kindly Made perform from a project management standpoint?
Matching our expectations whether their deliverable is ready or not is actually Kindly Made’s weakest point. It always takes 4–6 weeks to deliver their tasks and this is something they should improve on, but I’m aware that they’re a young company.
We don’t use any project management tool to watch them, instead, we have an overview of what we want to pass. Normally, we use email and WhatsApp to communicate with them.
What did you find most impressive about them?
What I like the most is that they focus clearly on what kind of clients they want to work with. I like that because I know that we can have a conversation in a certain direction, and they don’t just work with anybody.
Are there any areas they could improve?
As a company, they should focus more on graphic design, rather than building websites. Kindly Made’s strongest point is their graphic design services.
Do you have any advice for potential customers?
I would first ask them about their purpose as a company, and then if their purpose fits into Kindly Made’s way of thinking, then I would suggest working with them. You have to have the same mindset as Kindly Made, and not every company is suitable to do that.
Thanks to the efforts of Kindly Made, the company has become more visible and easily recognizable in the eyes of external stakeholders. They're impressed with the team's distinct and selective approach to the partnership. The client cited graphic design as their biggest strength as a company.