Boxer & Co. has created branding and packaging design for Coco & Lucas – a healthy kids meals range. It disrupts the brightness of the frozen food aisle with its contemporary rustic feel and quiet pastel colours.
Coco & Lucas’ Kitchen was born out of entrepreneur Diem Fuggersberger’s vision to nourish fussy little eaters. The product is a range of healthy, nutritious, home-cooked frozen meals. The sort of delicious food you would make yourself if you just had the time.
Gwen Blake, managing director, Boxer & Co. said: “As a health-aware parent myself, I have had a real affinity with this project. Boxer & Co. has relished the opportunity to be involved in the conceptualisation of this disruptive brand.”
Agency and client were aligned in the vision that the design should target parents, rather than appeal to children with the usual bright colours and jovial characters. Busy parents need to feel confident that they’re giving their children a wholesome and natural a meal as possible.
Diem Fuggersberger, founder Coco & Lucas’ Kitchen said, “Boxer & Co. quickly understood my vision and acted as a true and trusted partner in my journey. I’m so proud of the end result. I LOVE my brand!”
Coco and Lucas are the founder’s daughter and nephew – one a fussy eater, the other restricted by food intolerances. As the inspiration behind the range, it was only right that their names become the brand moniker.
The packs have a range of rustic background textures like painted walls, cardboard and wooden tables. The product photography is editorial and homely in its style. The free-flowing logo is crafted to appear creative and ‘of the hand’. and is grounded by a serif font for the word ‘kitchen’.
Street-art has inspired the style of the photographs of Coco and Lucas themselves, which feature on the pack. With the addition of a large paint daub to house the logo, the overall feel is modern, approachable and scrapbook like.
Mark Haygarth, creative director, Boxer & Co. said, “In a category normally awash with bright colours and cartoons, this packaging talks to both children and parents, proving that kids’ products don’t have to look tacky or patronising.”
Coco & Lucas is in Woolworths in Victoria, all About Life stores, Drakes SA, Karellas Supermart Group, Foodies and is rolling out nationally in other stores soon.
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