Kind Kones’ journey started four years ago, with a small ice cream machine Serina and Ish have at home. As people who cannot consume dairy, what they managed to produce is an exceptional dessert delicious enough to drive them into establishing the first plant-based frozen dessert shop in Malaysia.
Being the pioneer for the product itself in the country, they understood that it was not just about introducing it to the public; it was also about educating the people. Kind Kones, as their name entails, was founded on the principles of being kind to one’s health, the planet, animals, and each other. Keeping all of these principles in mind while still making the experience for their customers fun and indulgent, they were credited as the store that “makes vegan cool”.
In 2020, Design for Tomorrow collaborated with Kind Kones with the objective of rebranding both their design and strategy. The challenge is to make the brand packaging stand out amid a slew of competitors, expand its target market to include the supermarket category, and veer away from the niche vegan category. The brand will be reintroduced to the market as a plant-based frozen dessert for all, highlighting inclusivity while still maintaining their sophisticated brand identity.
In order to make the promotion of Kind Kones’ healthy desserts and honest ingredients a fun experience, Design for Tomorrow rebranded it in an abstract and graphic but controlled and sophisticated way. The color palette from an interior sent by the owners became the inspiration to create a unique color system for the brand identity. We have spotlighted the delightful ingredients and incorporated them into the brand language created for generic retail design and the different flavors of the plant-based frozen dessert. A unique wordmark that perfectly encapsulates Kind Kones’ goal to stand out was created for the brand. The wordmark, as well as the colors, are applied to the brand’s collaterals and merchandise.
Through a carefully thought-of design, a bespoke wordmark, and the application of the strategy and innovation in the overall concept, Design for Tomorrow was able to present Kind Kones as a brand that radiates fun, playfulness, and indulgence. With a new guise, the beloved plant-based frozen dessert has been elevated to a masstige experience – marrying premium and inclusivity whilst indulging a vast majority of current and new customers alike with enormous delight. It is an approachable luxury brand of plant-based frozen desserts that caters to and gives everyone an enjoyable dessert experience.
“It was an absolute pleasure working with Ric and the team on the rebrand of Kind Kones. They were incredibly patient and were able to match our vision in a completely bespoke manner. They took the time to listen to our ideas but also brought fresh ideas to the table along with their experience and creativity. Despite being geographically separated, it was a seamless experience and the end result exceeded our expectations. I’d highly recommend Ric and his team!”
SERINA S. BAJAJ
Co-Founder, Kind Kones
Client Kind Kones Industry Hospitality, Entertaining Discipline Branding, Design, Packaging Location Kuala Lumpur, Singapore, Bangkok
Creative Director Ric Gindap Art Director Rashina Tuazon Brand and Identity Designer Rashina Tuazon Designer Mikaela Torres Strategy Bernadette Lindres, Paula D. Bolanin, Charlene Narnola Photography Amy Asyraf Account Director Bernadette Lindres Account Manager Charlene Narnola
