The Norwegian, and silver winning contribution to the Young Lions design contest 2016. A 24-hour contest awarding ideas + design, with contestants from all around the globe.
The overall theme this year was the SDG-goals. Our brief was connected to goal 3: Ensure healthy lives and promote well-being for all at all ages. One of our biggest health problems today is obesity, and diseases connected to that. We got an open brief on how to use design to reach children, and set focus on this matter.
Our approach is not to tell children off on what they should not eat, but to educate and inspire them so that they can make healthy decisions on their own – and instead educate their parents. The whole brand and communication is amed directly at the children, and can be seen as an overall concept for introducing the SDG Goals to children around the world. This by letting the youth grow up as small ambassadors who feel the power to impact people around them.
The identity and concept will be applied in all languages to communicate directly and to give a better understanding and creadibillity in every country. Schools and smartphones are the biggest arena for comunicating with children. Therefore the brand has two major channels. Through the school, the teacher and education programme and also through a smartphone app and and a website. The app will be designed to educate in a fun and easy way, for example with a mulitiplayer quiz, where the child could play against its parents or a grown up.
To give the visual identity an easy way to comunicate on all languages a friendly caracter is created. Giving tips and tricks about healthy eating, with its own playful tone. A simple emoticon/ smiley is a language all nationalities and agegroups can understand and relate to. Technologies and apps will evolve as time goes by, that is why we aimed to focus on a clear communication concept that can live long, and easily be applied to both analog and digital platforms.