KindFoam

Kindfoam is a brand that redefines laundry care by striking a balance between performance and sustainability. Developed as a branding and packaging design project, it explores how a laundry product can embody both environmental responsibility and everyday practicality. At the core of Kindfoam is a set of values: kindness to the skin, the earth, and the user’s lifestyle. The detergent sheets are lightweight, pre-measured, plastic-free, and biodegradable, offering a mess-free and water-efficient solution without compromising on cleaning power.

Scope of Work

Brand Identity, Packaging Design

Credits

Creative Director: Nina Sharafina. Lead Designer: Jupiter Anton. Project Manager: Herdini Aprilia. Motion Designer: Mika Reksowardojo Photographer: Kun Anggeristi

Brand Collaterals and Application, Brand Identity, Packaging Design

OUR ROLE

Kindfoam introduces a fresh approach to home care with laundry sheets that are lightweight, plastic-free, biodegradable, and water-efficient—without compromising cleaning power. These products resonate with an audience that is not only environmentally conscious but also willing to shift habits for the sake of convenience and impact. This mindset reflects a lifestyle rooted in thoughtful decision-making and strong visual sensibilities.

With this in mind, we crafted a brand identity that goes beyond aesthetics—communicating innovation, building trust, and aligning with the values of a design-aware, forward-thinking audience.

BRAND IDENTITY

The Kindfoam logo features friendly, rounded typography that reflects the brand’s ethos of making gentle, thoughtful choices. The symbol placed between the letters “o” and “a” represents the ripple effect of small, kind actions—capturing Kindfoam’s belief in “small changes, big impact.” This symbol also inspired the development of the brand’s graphic elements.

The color palette features pastel tones that convey a sense of kindness and care for the earth. Despite their softness, the colors are vibrant and joyful, bringing a spark of lightness and optimism to the brand’s overall expression.

GRAPHIC ELEMENT: THE FOAM

The foam is a versatile and expressive graphic element, inspired by the organic, fluid nature of actual foam. Its lightness, movement, and ever-changing form embody the brand’s spirit. Used as a background texture, pattern, or standalone shape, the foam brings a sense of softness, sustainability, and playfulness—reinforcing Kindfoam’s identity across applications.