Kind Kick
Role: Creative Director / Founder
Coffee that kicks with flavour, not caffeine
After contributing to the success of many brands throughout my career, I wanted to take on a new challenge and build my own brand.
Kind Kick started as an idea to solve my own problem. After I was told to cut out caffeine for health reasons, I began looking for good decaf coffees. The more I searched, the more I saw a growing demand for decaffeinated coffee for many different reasons.
So I founded Kind Kick, a speciality decaffeinated coffee brand built around flavour, not caffeine. From the first idea through to launch, I handled everything, from research and brand strategy to creative direction and day to day operations.
I mapped the market, analysed competitors and audiences, and used AI generated mock ads to test brand names and concepts with more than 5,000 people.
After determining the brand name and concept, I then briefed an expert brand designer, based on my brand strategy. We created a distinctive visual identity and packaging system.
After that, I built the e-commerce site, wrote all the copy and created the imagery using AI tools.
That was the branding side. But building a brand is more than that.
On the practical side, I managed the full production process, from sourcing roasters and packaging suppliers to arranging insurance, domain and trademark registration, compliance and more.
Kind Kick launched in November 2025 and I started selling delicious decaffeinated coffee to people who want to enjoy coffee without the caffeine buzz.