Kind Crowd is a Toronto-based nonprofit merchandise brand, with a focus on supporting local restaurants during the COVID-19 pandemic. The brand partners with struggling restaurant owners to design and sell exclusive merchandise, donating 100% of the profits to the partnered restaurant owners.
YEAR 2021
CLIENT GBC Thesis Project
PROJECT SCOPE Brand Identity / Brand Guidelines / Social Media Strategy / Social Media Assets / Copywriting / Illustration / Editorial Design
Powerful Positioning
The positioning statement, "Let's Keep It That Way" was developed. When used in conjunction with images of open signs, it reflects the brand's mission and serves as a call to the community to reduce the amount of local restaurant closures.
The Process
The process of creating the brand was documented and constructed into a 90 page book, exploring the extensive research, brand development, and design process.
