Kindley
A vegan health supplement brand, creating healthy, yummy, and effective Gummy Pops infused with vitamins, minerals, and superfoods! Healthy Gummy Pops are designed to support your overall well-being, providing essential nutrients in a delicious and convenient form.
DURATION
Research
3 week
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Identity & Packaging Design
4 weeks
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​MODULE
Design Project
2021, Semester 7
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TOOLS
Adobe Illustrator & Photoshop
SKILLS
Identity Design
Form & Structure
Illustrations
Colour theory
Print Design
Packaging Materials
Marketing
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RESEARCH
Vegetarianism established itself as a significant movement in 19th-century Britain and the United States, driven by ethical, health, and environmental concerns. While many vegetarians included dairy and eggs in their diet, a minority chose to avoid all animal products entirely. This more stringent approach laid the groundwork for veganism.
The term ‘vegan’ was coined in 1944 by Donald Watson, who co-founded the Vegan Society in the UK. Initially, ‘vegan’ referred to ‘non-dairy vegetarians,’ but by May 1945, the definition expanded to include abstention from eggs, honey, and all animal-derived milk, butter, and cheese. By 1951, the Vegan Society defined veganism as the principle that humans should live without exploiting animals, emphasizing a lifestyle that seeks to exclude all forms of animal cruelty and exploitation.
Veganism is the practice of abstaining from the use of animal products, particularly in diet, and encompasses a broader philosophy that rejects the commodification of animals. This philosophy extends beyond dietary choices to include the avoidance of animal-derived clothing, cosmetics, and other products. Vegans advocate for animal rights and promote a lifestyle that minimizes harm to animals and the environment, aligning with principles of sustainability and compassion.
INSIGHTS FROM MINDMAP
Love, Live, Laugh- a popular mantra or motto builds the foundation of brand like kindley. During the research phase, mind maps led to significant discovery of three flavours/themes. In ideation phase, this was further developed into creation of the actual product.
THE PROJECT
At its heart, veganism is about extending compassion and kindness to all living beings. By choosing not to consume or use animal products, vegans aim to reduce harm and suffering to animals. This philosophy of kindness also extends to the environment and human health. Hence, choosing 'Kindley' as a name suits the best for this vegan brand.
Kindley is a health supplement brand, offering 3 amazing flavours named as Live, Love and Laugh. To give the Indian market the joy of taking medicine with a playful nature yet credible, a complete plant based Vegan Supplement. Building a brand whose product is innovative, accessible, premium but desirable and affordable.
Kindley has a vibrant and bold color palette and brand playfulness gives nutrition a fresh take, focusing on providing the products that are as enjoyable as they're effectively healthy. Today, it represents an innovative approach towards medicine emphasising purely on Well-being, Self-Love and Happiness.
Some of the characteristics of the brand kindley
Moodboard
BRAND VALUES
Kindness- Looks after animal welfare and strictly forms a plant based supplement for adults.
Imagination- Classic product with recyclable and innovative packaging.
Communication- Warm enough to form a community. Its designed to bring communities together
Friendly- Credible but not casual. Colourful and fun.
Brand - accessible, affordable, desirable, health focused
TARGET AUDIENCE
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Vegans and Vegetarians: People who follow a plant-based diet will naturally be interested in vegan gummy pops as they align with their dietary choices.
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Health-Conscious Consumers: Individuals who are mindful of their health and prefer products free from animal-derived ingredients, artificial colors, and flavors.
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Parents and Children: Parents looking for healthier snack options for their kids might prefer vegan gummy pops, especially if they are made with natural ingredients and free from common allergens.
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Environmentalists: People who are concerned about the environmental impact of their food choices may opt for vegan products as they generally have a lower carbon footprint.
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Animal Rights Advocates: Those who are passionate about animal welfare and seek to avoid products that involve animal testing or animal-derived ingredients.
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Foodies and Trendsetters: Individuals who enjoy trying new and trendy food products, especially those that are innovative and align with current dietary trends.
BRAND IDENTITY
While ideating a logo for the brand, I turned primarily towards the tone of the brand. A friendly and playful identity aligns with values of animal welfare and environmental sustainability, resonating with consumers who emphasis on building a community and resonate with its existence.
COLOUR PALETTE
PACKAGING TYPES & MATERIAL
Most of the packaging designs look very medicinal-like. It feels like we have opened a giant medicinal cabinet which makes us feel patient-like. The ones that have good visual representation between type, visuals and the layout, stay memorable. I believe, with packaging, there should be something which the audience can take along with them- a memory!
Kindley gummy pops are available in two sizes. Offering multiple sizes allows customers to choose the quantity that best fits their needs. It helps in targeting different market segments. Furthermore, small pack can also act as a trail pack for beginners. Different sizes can optimize storage and shipping. Larger sizes might be more efficient for bulk shipping, while smaller sizes can be easier to handle and store.
MATERIAL
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Cylindrical Box: A 300 gsm cardboard. This box can be later reused in multiple ways by the customers. It can be recycled too.
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For Gummy Pops: Polyproplyene plastic, which is recyclable. It can be separated from other plastic types, melted into a liquid, cooled, and turned into pellets, then used to form new plastics.
Form & Structure for cylindrical box and gummy wrapper with dimensions is mentioned in the sketch.
Tall Cylinder Box
Small Cylinder Box
THEME OF THE PRODUCTS
The primary packaging stand for gummies. Small pack fits for 12 gummies and bigger pack for 30.
KEY LEARNINGS & TAKEAWAY
Ensuring that the packaging design aligns with the overall brand identity is essential.
While aesthetics are important, the packaging must also be functional and practical.
With increasing consumer awareness about environmental issues, incorporating sustainable practices in packaging can significantly impact brand perception.