Creativity

Kidfresh: Brand Identity

Kidfresh, a children's grocery store, recently made its debut, backed with a branding package by Berkeley, Calif.-based Addis Creson. Not exactly a Lunchables outlet, Kidfresh, whose first and only store so far is found on Manhattan's Upper East Side

Published on Apr 18, 2007

Editor's Pick

Kidfresh, a children's grocery store, recently made its debut, backed with a branding package by Berkeley, Calif.-based Addis Creson. Not exactly a Lunchables outlet, Kidfresh, whose first and only store so far is found on Manhattan's Upper East Side, offers a line of freshly prepared kids' meals to go, with an emphasis on organic and natural ingredients as well as nutritional value (staffers include an executive chef and a pediatric nutritionist). Breakfasts, snacks, lunches and dinners, adapted for four different age groups, are available fully prepared or sold on a mix-and-match basis. And fun, as you'd expect, is at a premium, via food shapes, colors, kits and games, not to mention cooking classes for kids.

Since Kidfresh is attempting to carve out a new retail niche, "our work needed to define this offering in the consumer's mind in order to insulate the brand from future competition," says Addis Creson CD John Creson. "The healthy-lifestyle category is being recast as it goes mainstream, and it appeals to a broader range of audiences. With this transformation, the visual vernacular of 'healthy and natural' is changing, in line with consumer aspirations. For Kidfresh, we created a brand language that appeals to the sensibilities of the affluent parent while making healthy food fun for kids ? presenting 'healthy' as a vital component of a luxury lifestyle." A certain bold simplicity was in order, seen in the Century Gothic-based, custom-made lower-case logo and colorful fruit icons ? "a playful, contemporary palette that appeals to kids and adults," says Creson. In addition, the branding supplies a system of assets that can be developed as the company grows, he notes. The Kidfresh concept is expected to expand to other cities over the next 18 months. In the meantime, this being Manhattan, you can bet they deliver. See Kidfresh.com for more.

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About

Credits

Date
Apr 18, 2007
Creative Director:
John Creson
Designer:
Magdalena Hladka
Strategy:
Sarah Wallace
Client:
Kidfresh
Agency:
Addis Creson

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