Kids Fruit is a school fruit and vegetable scheme organised by Minor, Weir and Willis – one of the UK’s largest independent suppliers of fresh fruit and veg. The healthy eating scheme provides around 650 million pieces of fruit or vegetables to over 3 million school children each year, and provides an educational online resource for parents, teachers and kids. We worked closely with MWW to give Kids Fruit a new brand and website which speaks to their mission of encouraging and developing positive eating habits in young children.
The challenge was to create a brand that was simple and informative in its approach, while also feeling youthful and fresh to appeal to parents, teachers and kids alike. We formulated a visual identity based around fruit stickers to evoke a sense of both familiarity and fun. Using stickers as a graphic device allowed us to display fruit and veg in a functional sense and also in a more random, childlike capacity, backed up by a playful and inclusive tone of voice. The identity was applied to multiple touch points including a website, which we designed and built from the ground up to include interactive features for kids and helpful resources for parents and teachers.
“The team at Deuce Studio brought a real sense of enthusiasm to the project, by believing in our mission and immersing themselves in our brand. They offered creative expertise in branding design that was new to us, and their work will in no doubt go a long way to keep our organisation on track and our audience engaged.”
Mark Driver, Kids Fruit Director