The Kindest

SITUATION

The Kindest is an organic baby food brand from Japan. The brand wanted to rebrand itself to stand out in the market and reach more parents who want to be a part of their community.

We wanted to reimagine the branding around the idea of being the “kindest” from how the food is made to how the product is brought into the homes.

MY ROLE

As part of the branding, we created characters as part of the identity and as a way to have a system to identify the produce and/or protein in the products. The illustrations helped create a “kind” child like mood and style to the brand itself. Everything from colors to packaging are meant to catch your eye and be inviting.

ART DIRECTOR:

Shuichi Narita

Freelance DESIGNER:

Yuka Doyama