Kinvia.
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Challenge
(01)
Canadian Feed the Children was evolving, and its existing name no longer reflected the organization’s future direction. The challenge was to develop a new name and brand identity that supported its 10-year strategic direction while honouring the organization’s heritage.
There was understandable sensitivity around the change. The new name needed to feel meaningful and future-focused without alienating current supporters, partners, or the communities the organization serves.
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Process
(02)
Haft2 collaborated with internal global teams, Indigenous and local partners, staff, and leadership to guide the organization through brand positioning and naming.
The process ensured the strategy reflected the realities of the organization’s work and aligned with community perspectives. Haft2 also conducted a risk assessment to evaluate the potential impact of changing the name. From there, extensive qualitative research helped assess naming options and support the final decision. Once the name was selected, Haft2’s creative team developed the visual identity and launch campaign concepts.
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Outcome
(03)
Based on research, consultation, and legal review, Kinvia was selected as the new name.
The name aligned with the organization’s 10-year strategic plan and the new brand positioning developed by Haft2. The visual identity included custom typography, an intentionally designed icon, and a fresh colour strategy that conveyed warmth, approachability, and optimism.
Haft2 also developed the brand voice and brand guide to support a refreshed website and ensure consistency across communications. To support the transition, Haft2 created a social media and out-of-home launch campaign designed to build awareness, understanding, and excitement around the new Kinvia brand.
Together, the new brand system helped express Kinvia’s commitment to food security and community-led change in Canada, Bolivia, Ethiopia, Ghana, and Uganda.
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