Key Takeaways:
- KinderFarms, a children’s wellness brand, has announced its “Kids Deserve Less" campaign along with a full brand package redesign.
- The brand’s packaging reflects this principal to make the purchase decision that much easier.
- It is meant to create a more approachable and welcoming visual experience for parents in a space that can often feel overwhelming.
KinderFarms, a children’s wellness brand, has announced its “Kids Deserve Less" campaign along with a full brand package redesign. The concept is built around a single thought: today's parenting culture has confused more with better, and kids and the products made for them are paying the price.
The brand has built its entire portfolio around the same principle. Every product in the line-up is non-GMO Project Verified, gluten-free, and free of artificial flavors, dyes, and sweeteners. Each product is formulated with only the ingredients that do the work, and none of the ones that don't. And to celebrate this philosophy, the brand’s packaging reflects this principal to stand out on saturated shelves to make the purchase decision that much easier.
“Packaging and branding are especially important in the wellness space because they often shape the very first impression on the shelf,” says Rosanne Ranta, Vice President of Marketing - Brand and Innovation. “For parents, those split-second decisions are driven by trust and how quickly a product feels understandable. KinderFarms’ new packaging reflects the less is more philosophy by prioritizing transparency and simplicity over wordy messaging and cluttered graphics.”
The packaging and identity refresh, led by Of One Kind, makes the philosophy visible from the first interaction on shelf. The new branding features cleaner design and brighter, simpler graphics with a sharper focus on the audience the brand was built for: kids.
"Modern parenting has sold the idea that more is always better. We don't believe that, and we never have,” says Kristin Recchiuti, CEO, KinderFarms. “KinderFarms was built on the opposite argument: kids deserve better and better means less. Less noise in the culture, less pressure on families to do more than they need to, and when it comes to what goes in their bodies, less filler and less clutter on the label. 'Kids Deserve Less' captures both the world we want our kids to grow up in and the products they deserve."
Kinder Farms
“Part of that direction was also inspired by nostalgia — a lot of today's young parents grew up in the 90s, when boldly colored wellness and personal care products lined the shelves,” Ranta says. “That era felt less complicated, and we wanted to tap into that feeling. The design direction is intentional in that way: less by design, as both a principle and a practice, from what's on the shelf to what's inside the product.”
One such product, the electrolyte drink mix, is packaged in on-the go-stick pouches packed inside a stand-up pouch. Formats like the powder packets have always been part of KinderFarms' approach because they fit naturally into real parenting moments, says Ranta. “The goal is to offer products in formats that are convenient for families, so cleaner options are accessible wherever the day takes them. The powder pack format delivers on that -- portable, practical, and easy to grab on the go.”
Editor’s Take: Is the wellness space going back to the basics as far as ingredients and design? It appears to be that way. The medicine and supplements shelves are busy, so today’s brands simplifier their packaging to present their product as straight forward as possible. Look for this trend to continue.
