The main challenge for us was to find a way to make the consumption of breakfast an appealing act for kids. As we know, most children try by all means to avoid the first meal of the day, knowing that breakfast is essential in order to kick start the day, we had to come up with an interesting design that makes the eating process fun. In other words, to transform it to a moment that the child will look forward to when he or she wakes up every morning.
We all know that more than anything a child loves to play. So, our main goal was to transform the usual jam eating process into a playful activity, a daily ritual that is interactive, exciting and fun. In order to achieve this, we had to come up with a new concept for the packaging, something that modifies the way the child usually perceives jam.
We structured our packaging concept based on a painter's palette. Easy to hold, with five small jars, the size of each being the recommended sugar portion of a child's daily intake of jam. These flavorful jams (strawberry, fig, pumpkin, peach and feijoa) act as the colorful paint that allow the imagination of our little artists run wild on a piece of canvas made out of toast and a spoon acting as a paintbrush.
The name and branding are simple and direct reflecting the fun spirited concept of the packaging design. With this packaging, eating jam becomes a creative art task and an exciting daily ritual.