Empowering healthy eating amongst American children

The brief

Project aim: Launch an eco-friendly (and affordable) lunch brand to empower healthy eating amongst children in the US.

Let’s Plate! is a foodie start-up, founded by a husband-and-wife team. They are committed to offering ready-to-go plant-based lunches for children. The Let’s Plate! mission is to provide every child access to affordable, healthy and delicious eating.

Objectives:

  • Define and develop an effective brand strategy and visual identity

  • Apply the new identity to packaging design so the brand is retail-ready

Impact

+ $15,000

…of investment generated through a fully-branded Kickstarter campaign.

Increased brand value

…created through professional designs which are retail-ready for stockists.

Expanded network

We introduced the brand to our awesome New York-based photographer.

Brand strategy and planning

We completed our brand discovery session with Let’s Plate to explore their journey-to-date. Together, we examined the brand’s existing research and created a new plan to make Let’s Plate the go-to choice for their audience, and authority in their industry.

Branding design

We created a complete brand guidelines and logo suite. Our guidelines include practical advice and inspiration so the team at Let’s Plate! can use their brand with ultimate confidence. This includes:

  • Mission, vision, and guiding principles

  • Customer profiling and research

  • Brand tone-of-voice

  • Colour palette

  • …and so much more!

The identity was also accompanied with a range of illustrations and icons which convey fun and personality.

Packaging design

The sustainable packaging is fun and friendly to encourage healthy eating amongst children. Once the identity was in place, we designed three cartons: The PB&J, The Pizza and The Stacker.

We created digital prototypes, allowing for full design exploration, before manufacturing! This is essential to reduce cost and risk for both the brand and manufacturer.

Above: Images by Dini’s Photography

The results

This design project helped Let's Plate!'s founder, Shawn, get his company off the ground with the launch of a successful Kickstarter campaign. It’s already getting rave reviews from children and parents. We achieved:

  • Fully-funded crowdfunding campaign

  • Successful product launch to market

  • At least seven press publications (and counting)!