“Kid-friendly” Gen Alpha milk brand designed for plant-based market

Designed by Young Jerks and Wildish & Co, the KiddiWinks brand, website and packaging matches a “gooey” bespoke logotype with an illustrative approach.

Brooklyn-based studio Young Jerks and London-based studio Wildish & Co have designed the brand identity, packaging and website for new plant-based milk brand KiddiWinks.

The drink’s formula comprises oat, chickpeas and chicory root, providing eight grams of plant-based protein, more than six grams of fibre – which is not found in cow’s or other non-dairy milk – and a prebiotic for microbiome support. Young Jerks are responsible for KiddiWink’s branding and packaging.

According to Young Jerks senior art director Kelly Thorn, the brand required a “memorable, eye-catching” identity and packaging system that was “both elevated and kid-friendly”.

To fulfil this, Young Jerks opted to incorporate illustrated mascots into the brand, which they later named the Winks. Thorn says that illustrative style makes the brand “warm and inviting”, while also helping both kids and parents to understand the brand’s storytelling.

Click here to see the full article

Credits

Source: Designweek

Client: KiddiWinks

Agency: Young Jerks and Wildish & Co