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 advised to not play along with your meals. However Nurture Life’s redesign proves it’s okay to get artistic on the dinner desk.

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

Unbiased branding company Moxie Sozo wanted to take their packaging from what was primarily a sticker and a clear movie to one thing that might get shoppers to take be aware, as they began as a direct-to-consumer model. “Nurture Life has this glorious story to inform, they usually’re doing one thing that not a number 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 best way as much as older children, and their packaging and id wanted to inform that story higher.”

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

“Reasonably 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 must be boring, and it doesn’t must 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 artistic administrators and principals at Moxie Sozo, designed the packs to not look too childlike—in any case, it’s dad and mom and guardians which might be making the shopping for choices. 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 faculty lunch desk and pull out one thing thrilling, different children are going to ask, ‘What’s that? That appears cool.’ That was a number of our momentum behind the design, was getting that pleasure for youths, however when the guardian picks it up, it seems to be 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 selected age group—they provide meals for infants, toddlers, and children. The Moxie Sozo workforce mapped out the totally different segments and age teams, figuring out what they wanted from the model at every section, because the design shifts to one thing barely extra subtle because the age progresses.

“What we’ve actually valued in regards to the Moxie Sozo workforce is that they’re nice strategists and creators,” stated Nurture Life’s Jennifer Chow. “They’ve accomplished a incredible job of actually understanding our buyer and worth proposition, what we need 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 replicate what’s in every meal, with the proteins cleverly comprising the opposite substances. A rooster, 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 may they make? However we nonetheless stored it extra subtle and premium with the rendering fashion 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 workforce designed a number of chickens, cows, and fish—however every proved to be an pleasurable problem.

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“The most important problem for me was methods to brainstorm the story that might work for the youngsters’ aspect and in addition for the dad and mom’ aspect,” Qian added. “It’s a must to discover a excellent steadiness between visually attention-grabbing 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 duplicate. With over forty distinctive SKUs, every meal has its personal illustration—one thing more durable to realize if Moxie Sozo had as a substitute opted to make use of studio images or lean into a few of the design traits that always get utilized on this house.

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“That is the advantage of embracing illustration and artwork on 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 very distinct visible model language, even when it bucks the traits or doesn’t appear to match the place issues are going, can develop into ownable. That’s the advantage of having excessive artwork in model design.” 



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