The Vegan Kind has teamed up with B&B studio to create a more modern look which reflects the brand’s identity as ‘a store of tomorrow’ for vegans, flexitarians, plant-based and eco-conscious shoppers.
With increasing amounts of plant-based SKUs available in mainstream supermarkets, The Vegan Kind says it was crucial to ‘reassert its authority’ and clearly position itself as ‘the ultimate destination for this retail trajectory’.
Combining an online supermarket – which claims to be the UK’s biggest – a subscription box service and social media presence, the brand aims to provide a virtual market square for the vegan community, promoting values of community, collaboration, customer service and carbon neutrality.
Inspired by The Vegan Kind name, the new branding evolves the brand’s original heart device into the V of the new logotype, and the logo itself has a relaxed, hand-drawn feel. Bold black graphics are offset by a suite of vibrant but subtly muted colours designed to bring a natural energy to the brand across both digital and printed applications.
Our mission is to make plant-based living effortless, and our rebrand is going to welcome a whole new audience
The brand says the message of kindness is also captured in a set of new values-driven icons – Planetkind, Animalkind and Humankind – helping consumers navigate through products ethical benefits, such as sustainable, cruelty-free or fairly traded.
“We want to make it as easy as possible for people to make plant-based choices,” explains co-founder Scott McCullouch. “The new brand really delivers on our need to feel welcoming and inclusive, but also inspiring and informative. Our mission is to make plant-based living effortless, and our rebrand is going to welcome a whole new audience to The Vegan Kind.”
Lisa Desforges, head of strategy at B&B studio, adds: “As a brand, The Vegan Kind has always been ahead of its time in terms of its commitment to plant-based living, community-building and carbon-offsetting. It was such a pleasure to help ensure the brand remains on course for an incredibly bright future as we all catch up with their vision.”