Branding
Tuesday June 1, 2021 By David Quintanilla
The Healthy Food Revolution: How Nurture Life Makes Good-for-You Meals Appeal to Babies and Kids of All Ages | Dieline


As a child, you’re informed to not play along with your meals. However Nurture Life’s redesign proves it’s okay to get inventive on the dinner desk.

Working dad and mom Jennifer Chow and Steve Minisini based Nurture Life to make wholesome meals for infants and youngsters of all ages available and simple to take pleasure in. As they appear to develop from a direct-to-consumer children meals model to claiming some shelf area in grocery shops and amplifying the attraction of their packaging to children, they needed to improve their packaging.

Impartial branding company Moxie Sozo wanted to take their packaging from what was primarily a sticker and a clear movie to one thing that will get customers to take word, as they began as a direct-to-consumer model. “Nurture Life has this glorious story to inform, and so they’re doing one thing that not a variety of meals corporations for youths are doing,” stated Mike Bowman, senior account director at Moxie Sozo. “They’re for all ages, from infants all the way in which as much as older children, and their packaging and id wanted to inform that story higher.”

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Youngsters might need the fame of being choosy eaters, however Nurture Life believes they are often enthusiastic about extra than simply macaroni and cheese or sizzling canines. For kids particularly, it’s a matter of creating newer meals much less scary and exhibiting how scrumptious these totally different substances might be—sure, even spinach or broccoli. The model wanted a design that was accessible and would put substances on the forefront.

“Quite than making an attempt to cover that they’re getting wholesome meals, it’s extra about highlighting these actual substances,” Mike stated. “Well being meals doesn’t need to be boring, and it doesn’t need to be tasteless both it may be each scrumptious and wholesome for youths.”

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Qian Liu, senior designer and illustrator, and Nate Dyer, one of many inventive administrators and principals at Moxie Sozo, designed the packs to not look too childlike—in spite of everything, it’s dad and mom and guardians which can be making the shopping for selections. It wanted to seize the eye of each children and adults whereas additionally clearly conveying the substances and well being advantages of what’s inside.

“When children go to the shop and see one thing that appears good, the grownup they’re with will usually have a look and resolve whether or not to purchase it,” stated Mike. “And if children are on the college lunch desk and pull out one thing thrilling, different children are going to ask, ‘What’s that? That appears cool.’ That was a variety of our momentum behind the design, was getting that pleasure for youths, however when the father or mother picks it up, it appears wholesome, too.”

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Nurture Life additionally posed a novel problem as a result of—in contrast to different children’ meals manufacturers that concentrate on a particular age group—they provide meals for infants, toddlers, and youngsters. The Moxie Sozo group mapped out the totally different segments and age teams, figuring out what they wanted from the model at every part, because the design shifts to one thing barely extra subtle because the age progresses.

“What we’ve actually valued concerning the Moxie Sozo group is that they’re nice strategists and creators,” stated Nurture Life’s Jennifer Chow. “They’ve completed a improbable job of actually understanding our buyer and worth proposition, what we wish to accomplish as a model and firm, and introduced that to life with our new branding and packaging.”

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The redesigned packs function enjoyable illustrations that mirror what’s in every meal, with the proteins cleverly comprising the opposite substances. A hen, for instance, has a cauliflower physique and a carrot for a beak, whereas the cow has a potato physique and a mushroom nostril. “We needed to have enjoyable with the idea of constructing these worlds out of the substances,” stated Nate. “Think about a child sitting at a desk and enjoying with their meals. What might they make? However we nonetheless stored it extra subtle and premium with the rendering model we selected.”

The packs don’t solely inform the story of what’s inside; they incorporate the sort of whimsy and creativity children love. Since every meal has a definite design, the Moxie Sozo group designed a number of chickens, cows, and fish—however every proved to be an gratifying problem.

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“The largest problem for me was learn how to brainstorm the story that will work for the youngsters’ aspect and in addition for the dad and mom’ aspect,” Qian added. “You need to discover a excellent steadiness between visually fascinating and in addition very readable for our viewers.”

The work that Qian and Nate put into the illustrations paid off, and the admirable outcomes aren’t essentially straightforward for different manufacturers to copy. With over forty distinctive SKUs, every meal has its personal illustration—one thing tougher to realize if Moxie Sozo had as an alternative opted to make use of studio images or lean into a number of the design tendencies that always get utilized on this area.

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“That is the advantage of embracing illustration and artwork in your model,” stated Evan Faber, CEO and chief strategist at Moxie Sozo. “We’ve designed a customized font, customized illustrations, and that is now ownable for Nurture Life. Having a extremely distinct visible model language, even when it bucks the tendencies or doesn’t appear to match the place issues are going, can turn out to be ownable. That’s the advantage of having excessive artwork in model design.” 



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