Vegan ice cream brand Kind Kones serves up brand refresh

Malaysian vegan ice-cream brand Kind Kones has undergone a brand refresh, unveiling a new look featuring sleek new colours, an eye-catching logo and new packaging. Done together with Filipino creative agency Design For Tomorrow, the brand refresh aims to align with the growth it has experienced in the last few years. Kind Kones is also present in Singapore.

Ravena Hundal, head of marketing (Malaysia), told A+M that the new branding affirms its commitment to providing a better way to indulge in sweet treats, guided by a philosophy of being kind to one's body, the environment, and others. Similarly, the new packaging visually tells a story of how Kind Kones’ ice cream is made with its key ingredients.

The rebranding process took 13 months and when asked about the monetary value behind the rebranding, Hundal said: "It is tough to quantify the rebranding in terms of money as we learned to never underestimate the amount of effort and time it required because we recognised that it was an investment for the future of Kind Kones."

She added that the rebranding approach encompassed was more than simply transforming the existing brand identity. Kind Kones had to make certain that the pillars designed would also engage its existing customers and attract new ones. Despite the changes, the brand's main messaging will remain.

"We have always been committed to providing a healthier alternative to conventional desserts which are usually loaded with sugar and unhealthy fats. Thus we will continue to educate the public about plant power in a fun and indulgent way while also encouraging conscious consumption," Hundal explained.

So far, Hundal said fans of Kind Kones have responded positively to the new look (pictured right below), citing it as “eye-catching” and better compared to its previous design (pictured left below), lauding the brand for its new colour scheme in particular.

Despite the geographic separation, the collaboration with Design For Tomorrow yielded good results for the brand. "We were fortunate to be able to locate an agency that recognised the pillars that have shaped Kind Kones into the company it is today and the company we aspire to be in the future. It was a nice and profitable experience because we were working with such a creative and efficient organisation," Hundal said.

Kind Kones launched in Malaysia in 2017 and opened up operations in Singapore in 2019. The brand is currently looking to expand its Singapore team, following the opening of its third outlet at i12 Katong. The company welcomes both Malaysian and Singaporean applicants.

On a broader marketing front, Kind Kones' marketing efforts for the year will focus on digital efforts, such as advertising on Google Ads and Facebook Ads, to ensure consistent growth and emphasis on video content to acquire new customers. With its new packaging in particular, Kind Kones is looking forward to seeing how it can visually market its products. In line with current trends, the brand will be turning away from “readable” content and instead will employ aesthetically pleasing visuals and videos, given how most people are visual learners, Hundal said. Some platforms the brand looks to engage in are Instagram Reels and TikTok videos.

At the same time, it is also ramping up its loyalty programme to retain and reward its current customer base, who have shown their support over the last few years. A  brand new website is also expected to follow, which will provide customers with an enhanced experience to place orders for delivery. 

"Customers have always been our priority. Nobody markets us better than our customers and I’m a firm believer in harnessing the customer experience and building long term relationships between our brand and our loyal customers. I love conversational marketing interactions and treat my customers like friends and I believe they appreciate the personalisation as well," Hundal explained.

The brand also took on a customer-centric focus by relying more on feedback and reviews, which have also helped with monthly product innovations. Listening to what its customers like and dislike has helped Kind Kones better understand what kind of flavours customers want. Kind Kones' chefs then take this into consideration with further product innovation. Hundal said:

Genuine, honest reviews make us credible.

Photo courtesy: @amyboyy and @noastdios