The Kids’ Food & Drink Collective
The Opportunity
The Kids’ Food & Drink Collective is an inspiring initiative created by parents to challenge and change children’s food and drink culture in the UK. Children’s food can often feel like an afterthought, conjuring up images of soggy chicken nuggets and rows of crisps and confectionery in supermarkets. With little signposting or guidance, parents can be left unsure about the better choices available.
Working within the children’s food, drink and FMCG sectors, the Collective exists to change these perceptions. It brings accredited, healthier children’s brands together under one movement, making better choices more identifiable and accessible.
After an incredibly successful first year, the Collective needed to breathe new life into its brand and communicate its message more powerfully to brands, parents and retailers alike.
The ambition? To create a new children’s food category that unapologetically takes up space in supermarkets—and ask one simple question of everyone who eats food: shouldn’t our kids be eating better?
Services
- Brand Identity
- Brand Messaging
- Design System
- Brand World
The Outcome
Our brand refresh moved the Collective into a more optimistic, feel-good space, celebrating the abundance and variety of nutritious and delicious children’s food and drink offered by its member brands.
The refreshed identity was guided by the creative idea of “filling the gap” between what is currently available on shelves and what good children’s food could be. It brings greater strength and impact to the messaging, giving the organisation a more confident presence as a collective movement while retaining a joyful, food-loving spirit.
We created a comprehensive brand identity, design system and toolkit, giving the Collective the flexibility to communicate with its varied stakeholders and present important information in an engaging way.
A set of brackets holds the brandmark, reinforcing the idea of a collective and providing the foundation for a flexible graphic system. This creates a consistent and recognisable visual language across the wide range of communications and retail touchpoints the brand needs to use.
“The Kids' Food & Drink Collective wouldn’t be where it is now without the support of the team at The Otherly. Their patience, commitment, dedication, and kindness have been absolutely critical to our growth and development over the past few months. Their creativity and imagination brought to life a brand identity & brand world that perfectly captures our personality and everything we stand for.”
Jess MacKenzie
Founder, The Kids’ Food & Drink Collective
