KINDER’S
Starting in 1946 as a butcher shop just outside San Francisco, this family-owned business evolved over the years into a small chain of delis. But it was the locally famous barbecue sauces in club stores that first gained a foothold in retail. With a new commitment to taking the brand national, McLean was enlisted to redefine the Kinder’s brand, craft its story, and elevate its packaging. The new broadened product line and re-brand leverages their meat market roots and repositions them visually and verbally as expert butchers you can trust for premium meat preparations. The results are nothing less than staggering, helping drive massive penetration throughout national retail channels and after nearly 80 years... triple digit growth.

  • brand vision
  • brand id
  • packaging design
  • segmentation
  • nomenclature