Future Kind provides high-quality nutritional supplements with a focus on evidence-based ingredients, targeted to vegan consumers who care about animals and environmental sustainability. Future Kind was founded in 2019 by Aussie brothers and certified plant-based nutritionists Shaun and Eliot.

After studying nutrition, they discovered the power of a plant-based diet, but finding the right vegan supplements was difficult. In 2019 they launched Future Kind, which focussed on evidence-based products, using 100% vegan ingredients, with science and environmental sustainability at the core. Future Kind isn’t just for vegans though, and is loved by thousands of people around the world who want to support a company that reflects their values.

Future Kind brand values are veganism, cruelty-free living and environment sustainability. They live by their words by carbon offsetting all their deliveries and using compostable or recycled packaging whenever is possible. They only use ingredients approved by dieticians, produced in the USA and third party tested.

Their brand personality is friendly, authentic, kind, scientific, humorous, and educational.

Eliot and Shaun Cunningham came to us to redesign their previous supplement bottles into beautiful, minimalist compostable pouches. During our discovery process, we came to realize their basic identity didn’t feel consistent, reliable, and relevant enough, therefore we also improved the logo design, selected pure yet energetic brand and packaging colors, a friendly and human-centeered font pairing, and joyful, hand-drawn iconography to better reflect their sustainability ethos and their continuous support for their favorite animal sanctuaries. The overall identity feels warm, modern-retro, clean, fresh, minimalist, and energetic.

RESULTS
After rebranding in early 2023, Future Kind managed to scale to nearly $4 million in annual sales, right before they decided to sell to open.store and focus on their next business venture. The 3 SKUs we redesigned in the first phase are now among their best sellers.