I was instrumental in the development of the toddler snacking range of the Disney Kitchen brand. Establishing tone of voice and core values as well as designing packaging, supporting marketing materials and the website.
The Disney Kitchen (DK) brand is currently being rolled out across all Disney’s UK food products as they reposition themselves as a more health conscious option for parents. The majority of DK products are co-branded with the brand trust for consumers coming from the co-brand.
As our range is solely DK, we had to consider the whole brand experience that Disney Kitchen could provide, creating the "Toddler Promise" and "Always Tasty" promise to build trust with parents and included more consumer friendly call outs on packaging.
For the packaging Disney specified the banner design and placement, and character art but otherwise I was given free reign to come up with a fresh new design route. Inspired by the softer, watercolour feel of the character, I used a rough paper texture in the background and included natural elements like the wooden sign lockup. This helped project the healthiness of the products but the colours still excited toddlers and parents alike.
I created ingredient illustrations, managed all product photography from taking the images to final editing, and took concepts to market research to validate the design.