FIERCE & KIND
FIERCE & KIND
Fierce & Kind is an employee- and customer-owned spirits and lifestyle company that is equally as invested in crafting quality social beverages as they are in affecting social change. They empower underserved and stigmatized communities by giving investors and consumers new communal ways of participating in funding local initiatives with high impact. 25% of their profits are directed to their foundation to drive social, political, economic, and climate justice work and build generational equity.
Fierce & Kind isn't just the company's name—it's a distillation of their approach to affecting social change. We created a logo that embodied this spirit and the internal tension of holding two seemingly opposite ideas. The resulting logo features a wolf and a dove with an olive branch taking the form of an ampersand, showing the importance of both sides working together.
"Choosing to work with Grip was one of the best decisions we made in the early stages of our launch. The Grip team listened so closely and carefully to us while we described our earliest visions of the company and product we were building. When we received their first interpretations of our branding and messaging, we were absolutely blown away. The elegance and impact of their craft, the patience and collaboration of their team, and the commitment and support in their process is unmatched in the industry. We look forward to many collaborative years ahead working with Grip – they are truly part of the Fierce & Kind DNA."
Cyndi Smith, Chief Operations Office & Co-Founder, Fierce & Kind
The Fierce & Kind Equity Foundation, the company's philanthropic arm funded by product sales, is a key piece of the Fierce & Kind mission. To convey this connection, we created a logo for the foundation that features the wolf and dove from the primary mark nestled together in a seal configuration, showing that each piece is an integral part of the whole.
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