B&B studio reimagines UK’s biggest plant-based supermarket

London-based creative agency, B&B studio, worked with The Vegan Kind, the UK’s biggest vegan supermarket and subscription box service, to refine the brand’s positioning for a more vegan-friendly nature. B&B studio reimagined its brand identity to attract a great breadth of consumers, from vegans to flexitarians.

As mainstream supermarkets increase the amount of plant-based products available in their aisles, The Vegan Kind sought to reassert its authority in the vegan field and clearly position its store as the ultimate destination for this retail trajectory. B&B reasserted the brand’s values of community, collaboration, customer service and carbon neutrality to create a brand 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.

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 friendly hand-drawn feel, the new logo aims to inspire 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 aim to 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.

“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,” says Scott McCullouch, co-founder of The Vegan Kind.