Kalkman Good Energy:
new brand creation.

Services by BR-ND People: brand naming, logo and design, brand story.

Challenge

Our former corporate client Alexander Kalkman reached out to BR-ND People when he decided to leave corporate life and start a new venture as an entrepreneur. The idea to launch a healthy and sustainable product in the endurance sports category was realized in 2021 and 2022. BR-ND People was asked to support this startup with the creation of a new brand name, logo, design and corporate story.

Approach

We took a pragmatic approach to co-create the brand strategy, positioning, naming, story and design during several co-creative sessions. Scenarios were created by applying our design thinking approach. Strategic scenarios were discussed and validated with friends, family and sports insiders to involve them and create ambassadors from the very start.

Result

Inspired by his grandfather Chris Kalkman (Dutch road biking champion in 1909 and 1914), Alexander Kalkman founded KALKMAN - Good Energy. 100% natural power bites for cyclists used to extremely artificial and processed foods as fuel during biking. We helped with the story, name, logo and visual identity. The brand and prototype power bites are currently being rolled out and tested within the cycling community and so far the feedback has been overwhelmingly positive.

This resulted in a brand that breathes authenticity and honesty in food formulation, packaging, story and graphic design.