Kids Fruit is a school fruit and vegetable scheme organised by Minor, Weir and Willis – one of the UK’s largest independent suppliers of fresh fruit and veg. The healthy eating scheme provides around 650 million pieces of fruit or vegetables to over 3 million school children each year, and provides an educational online resource for parents, teachers and kids. We worked closely with MWW to give Kids Fruit a new brand and website which speaks to their mission of encouraging and developing positive eating habits in young children.
The challenge was to create a brand that was simple and informative in its approach, while also feeling youthful and fresh to appeal to parents, teachers and kids alike. We formulated a visual identity based around fruit stickers to evoke a sense of both familiarity and fun. Using stickers as a graphic device allowed us to display fruit and veg in a functional sense and also in a more random, childlike capacity, backed up by a playful and inclusive tone of voice. The identity was applied to multiple touch points including a website, which we designed and built from the ground up to include interactive features for kids and helpful resources for parents and teachers.