agency: EMEHT.
creative direction: John Lee, Jiae Kim
design: Nicholas Skyles, Melissa Jun
Sit down with the founder of KIND Snacks and you’ll hear the word “and” a lot. He believes there’s no reason his snacks can’t be both healthy and tasty. This brAND philosophy gave KIND a unique position in the market, which is summed up in their lengthy tagline: Do the KIND thing for your body, your tastebuds & your world. The more we learned about the company, they more realized what they were doing was “kinda awesome,” and just like that #kindawesome was born. The campaign, in conjunction with the brand refresh, contributed to the doubling of KIND’s business in one year, from $200M to $400M.
