Pioneered a New Category
in Healthy Snacks

KIND & Strong Naming + Design


KIND approached Retail Voodoo to establish a new brand extension in the nutrition bar category. Our work included naming, identity and packaging for a new line of savory bars for KIND Healthy Snacks.

The creation of a savory line extension presented KIND with a complicated task: creating a sub-brand within a crowded category in a tiny piece of packaging real estate.

Project codename: Bars For Dudes (BFD) featured clean ingredients, 10g Protein and flavors profiles of popular junk foods.


Working directly with the the marketing team at KIND, we set out establish naming that would build upon the brand’s ethos of doing the kind thing for your body, tastebuds, & your world. The resulting STRONG & KIND included messaging that elevated the brand beyond just for profits. NBA All-Star Kevin Durant, in partnership with KIND, brought to life the STRONG & KIND Movement with the Los Angeles Youth Network by leading a conversation about strength and kindness.

Go-to-market Strategy:
It’s Strong to Be Kind


  • Launched to rave reviews.
  • STRONG & KIND paved the way for many other branded innovations.

Scope of Work

  • Audits & Analysis
  • Audience Insights
  • Brand Positioning
  • Packaging Design

“Your creative range blew my mind. Thank you for your partnership with KIND.”

– Daniel Lubetsky, Founder, KIND Snacks

We helped KIND Snacks capture marketshare for a new set of consumers. What’s your brand’s growth challenge?

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