Something new is coming…
Here at Kendamil, the health and wellbeing of our Kendamil family is at the forefront of everything we do. Behind the scenes the team has been working hard refreshing the look of our brand – these small changes are just a reflection of some of the exciting things in store for Kendamil in the coming months.
Louiza Rabouhi, our fabulous designer, has led our brand refresh – so who better to discuss the process than Louiza herself. Here’s a little more insight into our brand new look, starting from the very beginning…
“Kendamil is a brand with a strong heritage, and deep connection to its customers around the world, thanks to a commitment to using only the best quality ingredients. It is made here, in the Lake District, which means it has a truly unique proposition.
My role as a brand consultant and designer is to tease out all the different elements that make Kendamil uniquely appealing to parents who, naturally, want to give the best possible product to their babies and young children. We needed to make sure the brand stands out for all the right reasons in a highly competitive global market, a brand you can place your trust in.
As with all projects of this nature, I started the process with a brand workshop involving the brilliant team at Kendamil, who are all highly engaged with the brand. They care deeply, and it was important to listen carefully to the insights they shared about how Kendamil has evolved over the years, and where it is heading, including the potential for new launches.
We also looked carefully at customer insights, which further underscored how passionately people feel about Kendamil. This really is a brand with great meaning and resonance.
At the same time, we looked at customer segments that are yet to discover Kendamil. We want to reach out to new customers, people who care about the values at the heart of Kendamil, but who for one reason or another have not yet engaged with the brand. A fascinating challenge with a project like this is balancing the needs of both audiences, to move the brand forward without alienating its core loyal customers.
For inspiration we looked beyond the immediate competitive landscape to other brands the target audience are engaging with in their everyday lives, from premium beauty box subscriptions to disruptive healthcare brands, often with minimal, pared back design. The end result is very much an evolution of the previous design, it is at once familiar but also refreshed.
Following the brief, we made the look and feel of the brand identity more natural, and more in keeping with the product. It is warmer now, the harsh whites replaced with warmer hues.
We honed in on the provenance of the product, including its British heritage, and made sure the unique product attributes, some of which are quite technical, are easily understood. The science behind why Kendamil is a superior product is clearer than before.
The feedback we have received from our test panels has been very positive and I’m excited about the launch.
I’m Louiza Rabouhi – an independent studio offering brand and marketing consultancy for growing independent businesses. I specialise in working with clients in lifestyle sectors including food and drink, hospitality, health and beauty, tourism and the arts.”
Will Fletcher, another of our fantastic designers, has played a huge role in the redesign of the classic Kendamil logo. Here Will offers a more in depth explanation into what went in to our new and improved design.
“The Kendamil logo was well established in the marketplace, and showed strong cues of quality and pharmaceutical expertise. However, it lacked some of the essential femininity and care needed in order to garner the interest of our predominantly female consumers. We decided to soften and curve the letterforms so that they cradled each other – alluding to the closer relationship between parent and child.”
There are so many exciting things to come, and we can’t wait for you to be part of it! Look out for more sneak peeks in the lead up to our relaunch this October.