KIND Canada.

KIND has long been known for its nut based bars, but the brand was ready to expand with a new line of Seed, Fruit and Nut bars. The challenge was to make seeds feel as iconic as nuts while keeping the brand’s playful spirit intact. We imagined the person behind this launch, someone so passionate about seeds they turned them into a movement. That idea became Carl Beakman, KIND’s fictional “Seed EO.” His world came to life through witty campaign visuals inspired by office presentations, complete with PowerPoint style print, motion, and social assets. The result was a lighthearted campaign that gave seeds their moment of fame while staying true to KIND’s tone of warmth and authenticity.