With increasing numbers of people embracing plant-based living, B&B studio has partnered with The Vegan Kind, the UK’s biggest vegan supermarket and subscription box service, refining the brand’s positioning for a more vegan-friendly future, and reimagining its brand identity to attract a greater breadth of consumers – from the most virtuous of vegans to the most flexible of flexitarians.

Tomorrow’s Store Today
As mainstream supermarkets increase the amount of plant-based products available in their aisles, it was crucial for The Vegan Kind to reassert its authority as the vegan leader – and clearly position its store as the ultimate destination for this retail trajectory. Combining an online supermarket, subscription boxes, and a valuable social media presence, The Vegan Kind brand truly is a virtual market square for the vegan community. B&B has built on this pioneering presence, reasserting the brand’s values of community, collaboration, customer service and carbon neutrality to create a future-focused brand with an uncompromising clarity of purpose. With an increased emphasis on the low impact of plant-based shopping, the renewed brand seeks to attract contemporary consumers who want to live in a sustainable way.

Vegan Kindness
Inspired by The Vegan Kind name, the new branding builds on the theme of compassion, evolving the brand’s original heart device into the V of the new logotype. With a relaxed and friendly hand-drawn feel, the new logo inspires its own visual language – a freehand marker pen style that lends itself both to messaging and illustration. These bold black graphics are offset by a suite of vibrant but subtly muted colours that bring a natural energy to the brand across both digital and printed applications. The message of kindness is also captured in a set of new values-driven icons – Planetkind, Animalkind, and Humankind – helping consumers navigate and differentiate third party product benefits, such as sustainable, cruelty-free or fairly-traded.

Lisa Desforges, Head of Strategy at B&B studio, says: “As a brand, The Vegan Kind has always been ahead of its time in terms of its commitment to plant-based living, community-building and carbon-offsetting. It was a such a pleasure to help ensure the brand remains on course for an incredibly bright future as we all catch up with their vision.”

Scott McCullouch, Co-Founder of The Vegan Kind adds: “We want to make it as easy as possible for people to make plant-based choices. The new brand really delivers on our need to feel welcoming and inclusive, but also inspiring and informative. Our mission is to make plant-based living effortless, and our re-brand is going to welcome a whole new audience to The Vegan Kind.”