This was an RSA brief, asking to help encourage young people to eat healthier. Myself and Sophie Ormsby worked together on this brief.
We started doing our research by looking at what's already out there in promoting healthy eating and what we can do differently. After sending out questionnaires to many different people of all ages we decided on using the theme superheros. Children idolise them and think they're 'cool' just as much as adults.
We came up with the brand name 'SuperFood' along with a logo, below.
We used 6 superheros:
Superman
The Incredible Hulk
Wonder Woman
Spiderman
Ironman
Catwoman
Each of these superheros were joined together with certain fruits that coincide with the superhero colour. For example, Ironman will be a pumpkin, orange, carrot, pepper, peach. In doing this we created our own characters, so if you ate carrots you would become smart like Ironman.
A series of square stickers were made that would go onto the fruit and vegetables. To encourage people to eat healthily, you would collect these sticker and place them on the SuperFood loyalty card. After 5 stickers you would get a super hero mask and after 10 you would receive a super hero toy.
SuperFood bags were made so you can collect all your fruit and vegetable together. The bags, along with the loyatly card and made from 100% recycled paper so it's good for the environment. Each bag and a small window so you can see your fruit and vegetables. The SuperFood logo is made into a sticker to close the bags.
Three posters were created to advertise SuperFood, Pepperman, Wonder-Corn and Chilli-Man. Alongside a 6ft Carrot Ironman cardboard cut out of one of the characters that were created.
