Since our launch in 2011, we’ve had a blast delivering fun, enriching experiences to kids and their families as Kiwi Crate. For our longtime subscribers, you’ll remember that when we launched we had only one product line: Kiwi Crate. So at that time, our product line and our company name were one and the same.
From there, we’ve grown – thanks to feedback from our community. We now have an entire family of product lines, including Cricket Crate for ages 0-3 months (with more coming soon!), Koala Crate for ages 3-4, Kiwi Crate for ages 5-8, and Doodle Crate and Tinker Crate for ages 9-16. We also added countless products in our Store for birthdays and holidays plus tons of DIYs, videos and other content. So to help distinguish our company name from our flagship product line, in places where we mean to refer to our whole family of products, we added an “Inc” — as in, Kiwi Crate, Inc. (Did you notice?)
Through it all, we’ve been committed to encouraging young innovators to build their creative confidence and problem-solving skills. But, we’ve found that our company name, Kiwi Crate, hasn’t kept up with where we are and where we’re headed. We’ve grown beyond that original product line for kids 5-8 to serve kids of more ages with a much wider range of products and content. So we’ve decided to change our name to something that reflects our broader commitment to young innovators and our portfolio.
We’re thrilled to introduce you to our new name, KiwiCo. KiwiCo embraces our heritage and also gives us room to continue to exercise our creativity to deliver innovative, super fun, and enriching products and services for kids of all ages.
As we refresh our brand, we are also refreshing our vision statement:
- We firmly believe that anyone can be an innovator. Innovators are designers, makers, scientists, artists, producers. They are people who believe in possibilities and not limitations. They actively make things happen.
- For us, creative confidence is a belief in oneself and an attitude that biases towards tackling challenges head on. That along with tools and skills, like problem-solving, critical thinking, and a foundation of knowledge, is an incredibly powerful combination.
- We believe that innovators can actively make a difference for themselves, for society, and beyond. By engineering solutions, they will make a positive impact and change in the world.
All of us at KiwiCo are incredibly inspired by this vision and the kids and families we serve every day.
The New Logo
Our goal when updating our name and designing our new logo was to better communicate our brand mission and vision. The name KiwiCo acknowledges that “Kiwi” is an important part of our identity and core to who we are while “Co” recognizes that we are more than just crates. Why kiwi? We wrote about it when we launched. We love that kiwis represent “the ability to give birth to large ideas.” Our new logo has an updated illustration of our kiwi. We refreshed the rounded box and the color green. This darker shade of green works with our expanded portfolio. You’ll see our new look on our website, our social channels and in all of our products very soon.
So what else has changed?
Not much! At the core, our commitment remains the same. We continue to focus on developing young innovators by creating fun and enriching experiences through our products and content. We feel so fortunate to have done this as Kiwi Crate, and we’re excited to continue to do this as KiwiCo.