The Business Challenge
The new brand wants to enter the market with a portfolio of products specifically designed to maintain nutritional balance and overall well-being, each dedicated to a specific type of diet among the established ones — the dissociated diet, the ketogenic diet, intermittent fasting, etc. At the same time, the aspiration of its initiator is to offer more than just a product, to create a community around the brand and to be an ally from the beginning to the end of the journey of personal transformation. To fulfill this bold vision, the new brand needed a positioning and identity to match.
Branding solution
We started the branding process with rigorous analysis of the market and competition, the profile, needs and “pains” of those who are engaged in a weight loss process, the limitations regarding the category of dietary supplements addressed to them. Thus, we have established the positioning route of the new brand traced by the promise of authentic support and science-backed solutions that ensure both physical results and the mental and emotional comfort of consumers.
The brand platform was built around the idea of “Dare to Lose”, as a manifesto for the courage needed to embark on the journey of transformation and for the unconditional help provided to the consumer, with full empathy and authenticity, along the way. This was the strategic framework for creating the name and verbal identity of the new Kindora brand.
In terms of visual identity and packaging design, the goal was to break out of the patterns of the dietary supplement category, aiming rather to associate with beauty and lifestyle brands. The symbol in the logo is built by combining the second letter O in the font chosen for the wordmark, to evoke the synergy between the brand and the consumer, as well as the “spark” that gives the courage to start the transformation, and its resemblance to an atom emphasizes the scientific component of the brand. The elegant font with avant-garde characters and shapes adds personality and harmoniously complements the logo. The color palette is inspired by nature and helps differentiate the products in the portfolio and the visual language used in their communication, through balanced tones, with modern accents, specific to beauty and lifestyle brands.
Kindora packaging is based on aesthetics specific to the beauty industry and is designed to integrate harmoniously into the consumer's habits and life, while distancing itself from any association with traditional food supplement packaging. Another central aspect of the concept is the transparency of the jar which provides a sophisticated touch, while allowing the capsules to be viewed from the inside. This subtle but essential detail brings to mind the honesty of the brand and the promise to put consumers' needs and expectations at the forefront.
Being conceived as a brand with a digital presence and communication, we developed and exemplified its visual language in a stylistic guide for social media to ensure consistency and impact during the launch period.
