The Vegan Kind
Tomorrow's
store today.
Brand Positioning. Copywriting. Brand Identity. Packaging Design. Artwork. Print Management. Brand World.
With increasing numbers of people embracing plant-based living, we partnered with The Vegan Kind, the UK’s biggest vegan supermarket and subscription box service, refining the brand’s positioning and reimagining its identity to attract a greater breadth of consumers – from the most virtuous of vegans to the most flexible of flexitarians. As supermarkets increase the amount of plant-based products in their aisles, it was crucial for The Vegan Kind to reassert its authority as the vegan leader – and clearly position its store as the ultimate destination for this retail trajectory.
Combining an online supermarket, subscription boxes, and a valuable social media presence, The Vegan Kind brand truly is a virtual market square for the vegan community. Inspired by the name and community, the new branding builds on the theme of Vegan kindness, evolving the brand’s original heart device into the V of the new logotype. The message of kindness is also captured in a set of values-driven icons – Planetkind, Animalkind, and Humankind – helping consumers navigate and differentiate third party product benefits, such as sustainable, cruelty-free or fairly-traded.
The new branding’s bold black graphics are offset by a suite of vibrant but subtly muted colours that bring a natural energy to the brand across both digital and printed applications. With a relaxed and friendly hand-drawn feel, the new logo inspires its own visual language – a freehand marker pen style that lends itself both to messaging and illustration.
