We Rebranded Kickflip Because Our Customers Told Us To

In 2024, we partnered with the incredible team of Gia (Georgiana) Laudi at Forget The Funnel to run a structured customer research initiative using the Jobs-to-be-Done methodology. Their team interviewed a group of our most engaged, committed customers: the ones who use the product consistently and tell us it has genuinely changed how their business operates. The goal was to understand what brought them to Kickflip, what almost stopped them, and what they actually need from us going forward.

What came back was clarifying. And a little uncomfortable to sit with.

"Is this company legit?"

During the interviews, one thing became clear: some customers hesitated to sign up, not because of the product, but because of our image. In particular, a recurring question came up: “Is this company legit?”

We were, in a way, like we say in Canada, cordonniers mal chaussés — shoemakers wearing worn-out shoes. We hadn’t applied the same level of care to our own brand as we had to our product.

One customer put it plainly: “If there’s a way to build that trust, I think you can get a lot of people onboard really fast.”

Another described their first impression of us as wondering if Kickflip was “just an app” with just a couple of guys behind it.

That's a hard thing to read when you know how much has gone into building this product. Our team of 20+ industry pros have collectively poured years of deeply technical, customer-obsessed work into Kickflip. Behind the product sits a full team of dedicated designers, developers, DevOps, and customer success experts who move fast, own their work, and care deeply about the businesses we serve. But if someone landing on our website in 2024 couldn't see that? That's not their failure of perception. That's ours.

The product configurator market is, to put it generously, noisy. There are a lot of clunky, shallow tools out there built to check a feature box, not to actually serve growing ecommerce brands.

It was reasonable for a careful merchant to look at Kickflip's old brand and wonder if we were one of them.

That gap between what the product is and what the brand said became impossible to ignore once we saw it clearly through our customers' eyes.

What customers actually need

Our work with Forget The Funnel confirmed something we already believed: there's a large group of growth-minded merchants who have hit a wall. They've outgrown DMs and Typeforms. Variant pickers can't keep up with what they're trying to sell. A full custom build is too expensive and takes too long. They're stuck between tools that are too simple and solutions that require a Fortune 500 budget to implement.

These merchants don't need to be sold on the value of product customization. They've already figured that out. What they need is a real partner: a platform serious enough to match the ambition of their business, and a team they can trust to be there, genuinely invested in their growth.

For too long, that combination didn't exist. Kickflip was built to be exactly that. And the brand needed to finally say so.

More than a refresh

This isn’t just a visual refresh.

We rebuilt the brand because our customers told us the old one was getting in the way of trust,  and in business, trust is everything.

Kickflip’s values shaped every decision along the way: 

• customer empowerment comes first; 

• product-led growth drives everything we do; 

• we’re direct, we follow through, and we stay lean. 

The brand needed to reflect that.

The result closes the gap. It shows there’s a real team behind the product, a team with a genuine personality that now comes through in every detail, right down to our custom Kickmojis.

Think warm, polished 3D illustrated icons that feel more like collectibles than UI elements. Because when your team includes people who take their Pokémon and TCG Pocket seriously, the details tend to be intentional! 

The people who built it

Rebrands don't happen alone, and this one was genuinely a team effort across a handful of people who each brought something essential to the result.

For the brand design itself and our video, our team worked with Deux Huit Huit, a Montreal-based agency whose work on brand identity is consistently excellent. A particular shout-out to Frankie Latour for her rare ability to transform words into strategic poetry and to Dominic Provost for his sharp creative direction and exceptional talent as an Art Director. 

Web design was led by Franky Fang, whose eye for composition and detail shaped a cohesive, polished experience across every screen. His work brings a level of clarity and refinement that’s truly world-class. It’s been a privilege to work with a true pro like Franky.

The website was built by Makers' Den, our web agency partner with deep expertise in building fast, flexible content experiences. Carl Petter Bertell led the engagement with the kind of calm, collaborative energy that makes complex projects feel manageable. Igor Szukało and Pawel Pajor did the heavy lifting on the development side: they were a genuine pleasure to work with.

To each of them: thank you. Your contributions shaped this into something we’re truly proud of.

Where we go from here

Our rebrand is live and the research that informed it is now a foundation, not a footnote. We know more about who our best customers are, what brought them to Kickflip, and what they expect from us to keep growing. That knowledge is shaping everything we do from our product, to our support, how we talk about what we do.

For the growth-minded merchants already with us: we’re building what’s next. A platform that scales with you, expands what’s possible, and supports you every step of the way.

For anyone who had doubts: our product has always been top of the line. Now the brand matches it.

If you've been evaluating Kickflip and wondering whether we're the real thing, we hope this answers the question! And if you want to talk through whether Kickflip is the right fit for what you're building, join one of our live demo webinars and come say hello.