KIND of a Big Deal: Why the Logo Wasn’t the Whole Story

KIND bar’s logo redesign and recyclable packaging pilot program

When KIND unveiled their new logo last month, the internet had a good laugh. The confetti-filled office reveal? The barely-changed logo getting called a rebrand? After the Walmart refresh drama, this one felt… kind of unnecessary. Designers everywhere rolled their eyes.

But here’s the thing: KIND bars slap. They’ve got non-dairy options that taste like dessert and frozen bars I will defend with my life. And while everyone was busy mocking the rollout, KIND was busy in on the joke. That was the point.

The reveal video was self-aware. The follow-up campaign featuring “mean tweet” reactions? Even better. Turns out KIND has something most brands don’t: a sense of humor. And it works.

WAIT, is this another think piece about the KIND logo? I know... didn’t we all get sick of talking about this last month? But, over the last few weeks, I’ve seen the bigger picture is coming into focus and it feels worth revisiting.

While everyone’s busy debating whether the logo even changed when we should really be talking about this: their new pilot packaging. Some Whole Foods locations are now stocking KIND bars in recyclable, paper-based wrappers with minimal plastic. That’s a big deal in an industry where over 600 billion snack wrappers are tossed globally each year, and less than 9% of plastic ever gets recycled.

If this risk pays off, it sends a message to bigger players: sustainable packaging isn’t just possible, it works. KIND’s taking the risk and if it pays off, they’re paving the way for the rest of the aisle. I’ve officially gone from “I like their bars” to full-blown brand loyalist. The more I learn, the more I root for them.

Of course, the next step is getting consumers to play their part. Recyclable wrappers only make an impact if people actually recycle them. Maybe the next brand in line to pick up the baton introduces a return-to-store collection program. Or works with local governments to support recycling infrastructure. Or pilots a consumer education campaign tied to QR codes.

Looking forward to seeing the bigger brands capitalize on the success of KIND's packaging and hopefully shift the industry in a more sustainable direction.

I know the design crowd had thoughts when this KIND logo first dropped... anyone else changed their mind since seeing the bigger picture?