From the article, “Transparency and Authenticity: The Value of Open Communications”, it was interesting to learn how deeply the KIND brand integrates its values of transparency, authenticity, and simplicity into not just its product but every single customer touchpoint. From things like naming and packaging to marketing and internal company culture. While I was already familiar with the brand’s reputation for healthy snacks, I had no idea how intentional their design choices were. For example, their commitment to using only straight lines in their packaging, is not just a stylistic preference, but a deliberate reflection of their “straightforward” branding philosophy. This makes me realize how design can serve as a language for brand values, not just an aesthetic tool.

Even more surprising was how they extend this concept of honesty to their internal operations by owning up to mistakes, avoiding abrupt firings, and encouraging open communication. This kind of transparency is rare in corporate environments, where image often outweighs integrity. Another standout insight was their marketing approach. KIND avoids idealized or heavily stylized product imagery, choosing instead to show products exactly as they are, often still in their wrappers. They go to great lengths to ensure that what the consumer sees is what they actually get. This challenges the norm in advertising, where products are often made to look better than reality. I hadn’t considered how conditioned consumers have become to being misled by packaging, so it’s refreshing to learn about a brand actively pushing against that trend. Additionally, their use of straightforward naming was a bold move at the time. This might seem normal now, but I learned that in 2004, it was a radical departure from the norm. They also openly acknowledge that their names are easier to copy and harder to trademark, showing that sticking to your values isn’t always the easiest or most profitable path, but it can build a stronger, more trustworthy brand in the long run.

Lubetzky, Daniel. Transparency and Authenticity: The Value of Open Communications. Moodle Course Link.