How thoughtful design and packaging evolution turned a snack into a movement

Few brands have achieved the balance between authenticity, appetite, and advocacy as well as KIND. What started as a simple snack bar with a purpose – “be kind to your body and the world around you” became a global brand recognized instantly on the shelf.

As designers, KIND offers an important lesson: clarity and honesty are powerful design tools, and great packaging is as much about what you show as what you say.