Tumi Tums is a concept design for a kid’s oat porridge designed to give parents a healthy choice for their child’s breakfasts and simultaneously attract children with fun and playful graphics. The pack aims to not only be appealing to parents and healthy for children, but healthy for the children’s future too in that it is made from 100% recycled cardboard and is 100% recyclable. The simple resealable closing mechanism ensures that the oats are kept aired and dried. The shape of the pack also allows for a good grip and easy pouring.
Often children’s cereals come in two types of packaging: clean and simple packaging, if the cereal is very healthy, or bold and fun, if the cereal is loaded with sugar. Tumi Tums aims to fill the gap, between these two options. It provides for the parents, who want to both feed their young child the healthier cereal, but also entices the children toward the healthier option by providing fun and engaging visuals on the packaging, that will excite the child. Tumi Tums contains simple, artificial-free ingredients and is made up of organic oats, that are fortified with vitamin c and iron. Many of the packaging’s elements are designed with the name of the brand in mind, relating to ‘tummys’. The characters all have large, bulging tummy’s, which are complimented by a curvy, bottom heavy, pack. The pack is cinched at the top which resembles a traditional sack of grains, giving the pack an overall authentic feel.
When mum has bought Tumi Tums and is ready to feed her little one breakfast, the pack can easily be opened by lightly pulling on the tabs at the back. The pack will expand open from its folds and will reveal an airtight paper bag containing the yummy oats. This bag is glued to the pack, and thus can simply be cut open along the dotted line to open. The oats can then be easily poured out. Mum just needs to add warm water, let it sit for 2 minutes, and breakfast is a go! The pack can then be easily resealed and stored safely in a cool, dry place.
There are 2 alternate flavours apart from the original flavour of Tumi Tums. Flavour variations give kids the fun task of choosing which flavour or character they like best. All flavours are allergen free, and fortified with vitamin C and Iron. The Tumi Tums family is made up of three, big-bellied best friends: Olly the hippo, Charley the lion and Betty the monkey. Olly’s Original is the plain flavour, simply made of oats and a hint of vanilla. Charley’s Chocolate contains raw cacao and Betty’s Berries is a mixed berry flavour.
Tumi Tums is a product and pack design that is something new and not currently readily available in the South African market. It seeks to fill the gap between healthy and fun and encourages children to get excited about clean eating. It is not only an innovative design, but also pays homage to the traditional way of buying grains. Tumi Tums is a product that is consciously designed for the future, being mindful of the product it is selling and the way it is selling it.
