Brand Identity
The Insight
Packaging Design
Grab & Grow is a brand designed for children, providing a fun hand illustrated fruit pot as a healthy alternative to the modern day confectionary market. Grab & Grow are snack pots deigned for children to eat on the go with a USP.
Packaging designs were centred around sustainability and being environmentally friendly. Substituting the current plastic filled fruit and vegetable isles in supermarkets with 100% recyclable fruit pots. Designed with a unique secondary use as plant pot. Instead of discarding the fruits pips and seeds, children are encouraged to use the waste to grow their own plants and fruit. Learning important life skills in gardening.
There is currently no strong brand for fruit snacks for children on the market that is easily assessable. Grab & Grow is branded to provide an alternative to sugar filled confectionaries which so many children are consuming lately, with dangerously high sugar levels.
Grab & Grow has been designed with bright and vibrant colours to stand out from the plastic cloud and complete against the confectionary isle for parents who want a healthier alternative for their children when it comes to snack time, lunch time and pack lunch time.
Convenient sized snack pots means that Grab & Grow is easy to carry around town and eat on the go, currently showing packaging examples for Cherries, Blackberries & Strawberries. With a variety of fruits to choose from in different sizes, with the option of larger pots for families to share, and larger pots for larger fruits and possibly vegetables.
Inside the pot's lid, there is a QR code which is designed to be scanned by phones which will take the user to the Grab & Grow website where they can find video tutorials on how to plant their different pips & seeds to grow their own fruit plants.
A mobile application has also been designed so that you can access all planting videos on the go, as well as many other facts and detailed information about the different fruits that Grab & Grow offer with interesting facts about the different fruits related to gardening.
Grab & Grow has been branded around children aged between 4 - 15 years, with a fun and differing label design as it includes both illustrations and imagery wrapping around the whole of the snack pot which were all drawn by hand, adding the hand rendered element to the packaging to reflect the hands on approach we want to encourage the children to take in planting their own fruit plants.
Different pot containing different fruit has had personal touches included within the designs, including the featured fruit inside the pots featuring on the small plant growing out of the main white plant pot on the front of the pot as well as on the branches of the tree coming down from the sides.
The designs on the sides of the tub are designed to resemble both roots growing downwards through the packaging representing roots that will be grow when consumers start to grow their own fruit, to give them encouragement. In addition when you flip the tub over, the root pattern also represents that shape of a tree. A design featuring how your roots can turn into your very on fruit tree in the future.
A possible additional feature of Grab & Grow could be the inclusion of multi-use packaging. Grab & Grow could sell packaging free fruit and vegetables in supermarkets, re packaged in the Grab & Grow tubs which users can re use to buy new fresh fruit from supermarkets.
Varying sizes are also a possibility, larger sizes could be made for family sharing tubs as well as larger tubs for larger fruits such as oranges and apples.
A further feature of Grab & Grow's packaging is that because it is made out of a special paperboard, when the plant has started to grow, then a hole can be dug in a garden or larger plant pot and the whole paperboard tub can be planted an buried with the plant and will completely bio-degrade away into the soil over time, leaving nothing to waste in forms of packaging.
Grab & Grow as well as providing sustainable and secondary use packaging, provides a digital campaign entered around getting children eating more healthily and more often as well as growing their own fruit by growing their own plants.
Grab & Grow provides a free application designed to work with the packaging element of the brand, where the QR code on the indie of the tubs lid can be scan by using the search section of the application, which will direct the user to the correct page for how to grow that specific type of fruit from the type of fruit tub they are scanning.
Digital Interaction
Grab & Grow wants to help educate children in the trades of nature and gardening which are fun less and less in our modern society. The mobile application would work on phones and tables as well as having its own website where users can explore how to grow different types of fruit from their left over seeds, as well as learning key facts and tips about gardening as well as fun facts about the fruits they are growing.
As some children will have no or limit experience with gardening to fruit varieties, a series of videos has been created giving a short description of how to plant the different seeds and what each plants tends to like, such as conditions and types of soil which can be displayed on the website.
Grab & Grow Video Tutorial - Cherries
Grab & Grow Video Tutorial - Strawberries
The videos were designed to be simply and short so as not to confuse or bore the user when watching. The style in which they are made means they are easy to imitate for children as well as fun to do, either individually by them selves or with an adult. Making a activity for children and parents or guardians to do together.
Grab & Grow's campaign has been spread across as many different applications as possible including, the internet through a website, mobile & tablet application as well as social media. So people can easily find out the information they want and need in order to grow different fruits successfully as well as other tips and facts about the gardening aspect and how to keep healthy more easily by learning about the different fruits and what different health beneficial elements they have.
Just like the planting videos, the website and applications have been designed around the brand, using a simple layout so people of all ages can use and understand the digital campaign platforms, in terms of navigating and taking in information (learning).