It was appointed to the project following the DBA Effectiveness Award-winning designs it created for the range of Happy Monkey smoothies launched by parent company Good Natured Drinks in 2009.
The consultancy was briefed to create packaging that appealed to children while also demonstrating to parents that the milkshakes offer ‘a healthy, nutritious lunch box option’.
The bottles use a ‘cheeky monkey illustration’, says Dew Gibbons, aiming to appeal to children; while the ‘vibrant’ yet natural colour palette is used to reflect the product’s natural ingredients.
Michelle Anderson, business development and marketing manager at Dew Gibbons, says, ‘We had quite an established brand identity from the smoothie brand, so it followed on from that.’
The consultancy created the tagline ‘made for kids’ for the smoothies, which is used on the milkshakes to appeal to its target market of school-age children.
Nick Vaus, Dew Gibbons creative director, says, ‘The trick was to ensure that Mums can immediately understand the new product the brand is offering them. The design appeals both to children and parents and reflects the brand’s “silly but not stupid” personality.’
The milkshakes will start to roll out from next week.