A bright new look for a bright future.

kind habits branding

Kind Habits, a Colorado-based parenting support resource, was in need of a focused identity that could help take them to the next level.

Brand Strategy

Through primary and secondary research, we identified insights that helped drive the tone, personality, position and messaging of the Kind Habits brand.

Target Audience: Millennial Parents

As the largest percentage of parents in the United States, we saw an opportunity to connect with millennials differently than past generations. Understanding their behaviors and needs was critical to establishing an effective brand strategy.

Millennials are:

  • Child-focused
  • Individualistic
  • Social savvy
  • Community-minded
We built the Kind Habits brand platform to reflect these attributes.

Logo Design

The Kind Habits logo was designed to be approachable and comforting. The two birds represent parent and child, highlighting the brand’s “caregiver” personality. 

Image of the Kind Habits logo.
Image of the Kind Habits wordmark.
Image of the Kind Habits icon design.


Both serif and sans-serif typefaces were selected for use as part of the Kind Habits visual brand—creating a blend of trustworthiness and modernity. 

Image of Kind Habit brand fonts.
Image of Kind Habits "H" detail.

Color Palette

The color palette is inspired by the colors in Colorado nature—where Kind Habits holds its retreats and camps. They were selected to be warm, inviting and distinct from competitor brands.

Graphic showing Kind Habits' color palette.


Colorful illustrations highlight the warmth and friendliness of the Kind Habits visual brand. We designed the illustrations based on five themes: Education, Community & Support, Care & Love, Healthy Eating and the Outdoors.

Kind Habits Mama Retreat illustration.
Image of Kind Habits' Adventure Camp illustration.

Brand Expression

The branding was expressed across a variety of items and communication materials.

Image of Kind Habits' business card.
Image of Kind Habits branded t-shirt.
Image of a Kind Habits branded tote bag.
Image of a Kind Habits branded hat.

Brand Guidelines

A comprehensive brand guidelines was created to serve as an ongoing resource for Kind Habits and its brand ambassadors—including rules and tips for maintaining a consistent tone and look.

Image showing pages from the Kind Habits brand guidelines.
"Folk hit the nail on the head. Their quality and thoughtfulness will bridge knowledge gaps and focus your business."
Image of Kind Habits logo icon.
Phil Perry
Kind Habits

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