Katy Tucker and Lisette Howard are two Los Angeles-based moms with six kids between them and they were fed up with the complete and utter lack of options for pre-packaged, healthy kids’ lunches. So — drumroll, please — they created some. It wasn’t just for the kids, but also for their parents: overworked, underslept humans with dynamic lifestyles. In other words, they’re casually trying to do it all and at the top of their lists: healthy, happy kids.
As we got to know Sunnie’s values, personality, and target audiences, we drew up a brand strategy doc, which informed the brand identity-building process. First, we suggested changing the company’s name from SuperPower Kidz, which was based on these meals’ superfood ingredients and inspired by the idea that every kid can feel like a superhero when properly fueled. Sunnie was selected as the new name — Sunnie is the way that these meals make kids (and adults) feel: happy, energized, strong, capable, ready to take on the day. (Coincidentally, it also happens to be Katy’s beloved grandma-in-law’s name.)
We also recommended moving away from using “superheroes” (characters) to represent the brand and its products, turning to a robust system of simpler (yet memorable, lovable, and playful) doodle-based characters that would be easy to update and keep fresh for countless years (and product line expansions) to come.
One of the venture’s primary goals was also to help kids form healthy relationships with food and develop smart eating habits by showing them that nutritious food can be yummy and fun. On our end, that meant designing a bright, playful brand identity and interactive packaging that would appeal to kids and reflect the interactive, build-your-own nature of the meals themselves. Meanwhile, we also wanted to create a clean, minimal design for their parents. We accomplished both of these goals by pairing crisp, black text for the primary messaging and minimalist art that’s dripping with feel-good accent colors (also used for secondary messaging) set against a tidy, white background. We consider our final packaging design, which successfully appeals to two competing target audiences, to be one of the project’s major design achievements.
We designed, developed, and helped launched a simple website intended to educate consumers about Sunnie’s products and mission while allowing them to place their Sunnie orders. The Drawn team also built an ample library of photography and social media assets, and laid out a simple social media strategy to generate momentum and grow a social media following prior to Sunnie’s soft launch in August 2020. The Instagram response to the name, branding, and packaging has been overwhelmingly positive.
Name that feeling
We spent a lot of time listening to Katy and Lisette as they described the feeling that they were hoping to fork over to kids who consumed their lunches. We heard things like, “eat good, feel good” and “shine from the inside out.” Eventually, we realized that there’s a perfect name for that feeling: Sunnie. (Spelled with an “–ie” in honor of Katy’s natural food-loving Grandma Sunnie who lived to be 100.)
The face of feel-good food
The original Sunnie concept included superhero-inspired characters. We decided to nix the capes in favor of simpler and more flexible — yet still memorable — faces that would stand the test of time (and brand expansions).
Getting the shot
Drawn built a packaging and product photography library to be used on Sunnie’s website and across its social media platforms. We styled the photography using bright, colorful props and simple graphic elements to appeal to Sunnie kids, as well as allow the product to shine.