New York – New plant-based milk brand KiddiWinks understands that selling to Gen Alpha primarily means selling to their parents. The balance of appealing visuals, nutritional information and educational storytelling is crucial.
Created by Brooklyn-based Young Jerks, with website design by London creative agency Wildish & Co, KiddiWinks’ eye-catching branding identity and packaging system features an illustration-led design system, placing playful typography and cute animal characters at the heart of the brand.
‘We wanted this to feel natural and cool – to have kids want to drink a non-dairy milk, but also to get parents to choose this non-dairy milk, because it’s something they feel they can trust,’ says Kelly Thorn, senior art director at Young Jerks.
KiddiWinks is initially being sold online in the US and the brand typifies the next progression for plant-based diets, which is tailoring them for kids, as we explore in our Design Direction, Pliable Playscapes.
Strategic opportunity
The alternative foods market for younger generations is ripe for innovation, yet marketing food and drink products to younger generations must hit the intersection of sustainability and health – both key drivers in parents’ purchasing decisions