Graze are well known for making tasty, wholesome and convenient on-the-go snacks. In 2020, the business made a significant move in to the children’s snacking category with the launch of ‘Super Snackers’, a range of healthy cereal bars aimed at children aged 6-12.

I created the packaging, characters and all elements of the kids ‘brand world’, from the earliest stages of product conception, right through to the final designs and illustrations.

The Super Snackers range represents a new sub-brand that is specifically positioned for kids, while still maintaining the established look and feel of the core brand.

With bright, contrasting colours, energetic illustrations and clear communication of health benefits, the packaging is both exciting for kids and reassuring for parents.

Packaging concepts and character design

In the early stages of the project, I explored a variety of concepts, characters and illustration styles to be tested with young consumers.

Consumer focus groups indicated that the characters aimed at the upper end of the target age range (9-12) also performed well with younger children (6-9), who aspired to be more grown-up.

Based on these insights, I developed the gender neutral ‘Super Snackers’ gang to appeal to older kids, with their urban backdrop and super cool parkour moves!

Typography

I wanted to create a distinctive brand mark for the range name – an impactful element on packaging and across comms that would tie together the three flavours as a range and set the range apart from core graze product.

The hand drawn lettering is designed for standout and legibility, allowing for some playful movement and variation in the letterforms to give it energy and personality.

Brand world

With a holistic approach, I developed concepts alongside the packaging design to consider how the Graze kids brand assets might be rolled out across various communications. These concepts were used to sell in the product to major grocers.