Kinda awesome

Strategy / ECD

Having pitched, won, and led the development of Give KIND a Try, KIND’s strategic platform rooted in trial and taste, we evolved the brand into Kinda Awesome: a lifestyle platform connecting all things awesome to the KIND name.

A refreshed identity and richer brand world sparked over 20,000 #kindawesome stories across social, and engaged over 2 million people through immersive experiences. KIND Causes brought it to life further, funding initiatives that delivered meaningful change in communities.

Now central to KIND’s global expression, Kinda Awesome turns kindness into cultural currency. Alongside the brand refresh, the platform helped double KIND’s business in just one year, from $200M to $400M.