We launched KIND’s new logo, in the spring of 2025 as part of a whole new visual identity overhaul – complete with a bolder look designed for modernity and iconicity. On shelf, the logo pops with brighter colors that are joyful and vibrant, especially with our completely redesigned packaging. While at first glance, the difference appeared subtle, making people think… did it really change at all?
Our objective with the new logo reveal was to create a cheeky little “unveiling” moment that led with humor, and of course, kindness. We definitely accomplished our mission, but the response was not what any of us had expected…
An effective and strong brand logo is deeply ingrained in a consumer’s mind, evoking both physical and emotional connection. It reflects the brand’s values and its promise to consumers. For KIND, that’s to create a healthier and kinder world – one act, one snack at a time. It always has been and always will, and as the brand grows and our consumers evolve, the logo should evolve alongside, too. However, we have seen time and time again how loyal consumers are to logos they love and recognize, and when they’re changed… it often leads to harsh, even visceral reactions, regardless of how notable the change is.
So, for our first redesign since the brand’s creation in 2004, we knew we needed to lean into our cheeky side. We leveraged a ‘wink and nod’ approach and timely social audio to reveal the new look, inadvertently creating a new brand-led social trend. Workplace office content is a HIT with our KIND followers, so we gathered our KIND team members to capture the very real, first-look, unveiling of the new logo in the office lobby. The unveil was a long time coming, and we thought it’d just be fun to showcase it with our fans… little did we know, we had ignited a viral overnight sensation.
In just 24 hours, some of America’s favorite brands and influencers were all up in our comments all over TikTok, Instagram and even LinkedIn. While we received a lot of love, we had even more folks dropping jabs, memeing and even copying our subtle change. Little did they know we were in on the joke, too. We embraced every comment, and we clapped back even harder with a touch of KIND’s classic playful cheekiness, and of course, kindness.
We even kept the banter going after the viral reveal by posting a response video reading the funniest and harshest comments aloud to our followers, mimicking the iconic Jimmy Kimmel Live’s “Mean Tweets” segment.
Our new KIND logo reveal was a completely organic post on Instagram and TikTok, which garnered a combined:
Not only was this our most watched and engaged with content of all time, it also obviously struck a chord (or in some instances a nerve) with consumers and brands. From Meta to Walmart and Olipop to Graza, legacy and emerging brands alike engaged with the video, showing us that sometimes the simplest, smallest change will cut through culture.
Nearly a year later, this single video still appears as memes on social, with brands, like Wendy’s recreating the reveal to launch their new logo and @khaby.lame, the world’s most-followed TikToker, reposting it with his own humoristic spin on it. Redditors weighed in – with more than 400 comments – analyzing and discussing the change. The total repost/recreation posts of the KIND logo reveal have amounted to 35 million views and counting!
What was supposed to be a fun little online reveal has now made our logo top-of-mind as people shop down the aisle. The conversation translated into real-world awareness, shoppers who may have otherwise barely noticed our packaging update are now likely to spot it on shelf and bring it home with them.
