KIND
Healthy Grains Energy

Packaging System Design

KIND partnered with Buttermilk Creative to develop Costco packaging for its Healthy Grains Energy line, translating a recently redesigned core brand system into a larger-format retail environment. The result is a cohesive, high-impact package that maintains brand consistency while optimizing for visibility and clarity at club scale.

  • Following an update to KIND’s core packaging, the opportunity was to extend the new visual system to a Costco-exclusive format. This required more than simple adaptation—the design needed to perform at a larger scale, communicate value quickly, and remain instantly recognizable within a high-volume retail setting. Our approach focused on preserving key brand elements while refining hierarchy, layout, and messaging to suit the unique demands of club retail.

    We emphasized bold, legible typography, clear flavor segmentation, and strong product visualization to ensure the packaging stands out both in-store and online. By thoughtfully translating the updated identity into this format, we created a seamless extension of the KIND brand that reinforces familiarity while supporting performance in a new retail context.

Colorful box of KIND snack bars with flavors pineapple mango, mixed berry, and dark chocolate chunk on a vibrant purple surface.
Assorted grocery items including packages of blueberries, almonds, almond butter, a box of KIND healthy grain energy bars, a pack of Kirkland premium towels, and a bag of organic blueberries on a kitchen countertop.
Stacked boxes of Quaker cereal, KIND healthy grains snack bars, and Nature Valley crunch cereal bars on pallets in a warehouse store aisle.
A box of KIND healthy grains energy bars with pineapple mango, mixed berry, and dark chocolate chunk flavors, placed on a kitchen countertop with a bowl of apples and a potted plant in the background.
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