KALKMAN Good Energy
strategy
expression
Feb 2026
Fueling a dream from the heart | Kalkman
When Alexander Kalkman traded comfort for courage, the goal was simple: create honest, natural fuel for endurance athletes. We helped shape the name, story, and identity of KALKMAN Good Energy so the brand could launch with clarity, craft, and momentum.
The challenge: translating vision into a soul
Imagine choosing courage over comfort to follow a deep intuition. That was the moment Alexander Kalkman left corporate life behind to build something truly his own. His vision was crystal clear: a healthy, 100% sustainable product for endurance athletes in a world full of artificial shortcuts. The challenge, however, was to give that personal vision a name, a powerful story, and a recognizable soul that hits the cycling community right in the heart.
Our journey together: from a spark to a human community
We stepped in from day one and began with what we do best: listening. Through playful, science-based co-creation, we found the brand’s core truth. Using our 23plusone emotive methodology and design thinking, we explored various strategic routes until the heart of the idea came sharply into focus.
We believe that people are the brand, which is why we presented early concepts directly to those it was meant for: friends, family, and cycling insiders. In doing so, we didn't just build a brand; we built a community. "The collaboration with BR-ND People helped me translate the passion in my head into a brand that people can truly feel and trust," said founder Alexander Kalkman.
The transformation: where purpose feeds performance
The result is KALKMAN Good Energy, an ode to Alexander’s grandfather Chris Kalkman, a Dutch cycling champion from a century ago. KALKMAN now produces natural power bites for cyclists who demand honest fuel. We shaped the entire narrative: from the name and logo to a warm visual identity that feels artisanal, simple, and strong.
As the first products circulate through the cycling community, the reaction is unanimous: people feel the difference when a brand is built on a genuine human story. The energy is clean, the promise is clear, and the momentum is undeniable. It is living proof that when purpose meets performance, you don’t just sell a product—you start a movement.