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EatKinda is a plant-based food company founded by Mrinali Kumar and Jenni Matheson. This project was created at Ocean Design based in Wellington, a design company committed to Aotearoa’s sustainable future.


This delicious, creamy ice cream is made with cauliflower. It’s vegan and you won’t find any dairy, gluten, nuts, soy or palm oil.


I was the leading designer for this project and my main challenge was to create a brand that will stand out but still will be appealing to food lovers of all kinds.


Brand Identity

Brand guidelines, Packaging


Eat Kinda


Ocean Design,


Kinda Logo

The brand identity is based on the concept of ‘Kinda heroes’. Kinda Heroes are here to help make the world a better place.

Kinda Heroes’s superpower are small acts of everyday kindness. They’re ‘kinder’ heroes, and they’re ‘kind of’ heroes. It takes great strength to be kind and not all heroes wear capes.

Kinda smile
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