Kind Healthy Snacks

Packaging Design

Daniel Lubetzky founded KIND in 2004 after becoming frustrated with his own snacking options. He vowed to create snacks that were both nutritious and delicious, and from there KIND, with a brand mission of not-only-for-profit, was born. Today with nearly 500 employees, Kind Bars are sold at more than 150,000 stores in the US.

When Mr. Lubetzky reached out to us to design granola clusters pouches for the new Kind brand extension, we knew this was going to be a huge opportunity with tremendous exposure. Our goal was to leverage the brand recognition of the bars and make a bold statement that would stand out on the shelves of the crowded and competitive grocery store environment.

We felt it was important to feature the distinctive logo and also highlight the granola itself through a transparent eco-friendly window. With these priorities in mind, our design process was set in motion; the result lives continuously on store shelves worldwide. Following the huge success of the granola clusters our next collaboration was a co-branded granola and yogurt “Starbucks Snacker.” With two hermetically sealed trays in one pack, this snacker granted KIND access to over 35,000 Starbucks point of purchase cooler displays.

When the idea arose for KIND gifting boxes to be sold online, we got the call to design an innovative pack to hold 20 bars. We had the idea for “The KIND Cube”: each of the Cube’s sides falls away to reveal the snacks inside, making them easy to eat, share and enjoy. As part of our continued collaboration with the brand, we went on to create the packaging for KIND Chocolate Cluster and KIND Mini Bars.

Upon exiting the plane in foreign countries, I often venture into airport shops to find something to tide me over until the next meal. Greeted by familiar KIND packaging is always a delight. When asked by strangers if we’ve done any design work they’d recognize, KIND is usually the first name that comes to mind, with 458+ million bars and granola pouches sold annually.