Kind Snacks recently dropped a rebrand so subtle, designers everywhere had to squint, zoom in 400%, and whisper “ah yes… the kerning” before realizing what exactly changed.

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Naturally, the internet had thoughts. Walmart commented, “We’ve seen this film before.” Olipop added, “Groundbreaking (I think??).” And the rest of us were left wondering: did we just get gaslit by a granola bar?

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But here’s the thing: you're not wrong and it’s still a good rebrand.

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Yes, the logo is nearly identical. But it’s cleaner, tighter, more legible. The proportions are more balanced, the letterforms have been fine-tuned, and the iconic color bars now feel properly aligned. In short: it just works better, especially in the small, chaotic world of mobile screens, digital ads, and over-crowded shelves.

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And it’s not just the logo. Kind quietly rolled out a refreshed visual identity: updated packaging with clearer hierarchy, bolder colors, more intentional use of whitespace, and layouts that feel more confident across billboards and social. The whole system feels more modern and more cohesive, without losing the brand’s signature warmth.

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This isn’t rebranding for the sake of drama. It's the design equivalent of tailoring a well-loved jacket so it fits just a little better.

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So before dismissing it as “nothing changed,” remember: sometimes good design is invisible. Or at least just barely visible.

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Let’s be kind to Kind.

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