Kids’ Snack Branding

Low sugar treats for rebel kids: challenging the snack category

The Challenge

Snackzilla came to us with an exciting proposition: to own the low sugar snack space for primary school-age kids. Their handmade oat cookies have 50% less sugar than the average sweet biscuit. They’re also dairy-free and have no artificial colours, flavours or preservatives. Our challenge was to create a brand that would attract and engage with their young target audience – but also reassure their parents by communicating these health claims.

Kid holding oat cookie packaging design by Kingdom & Sparrow
Snackzilla logo gif Kingdom & Sparrow
Ghost graphic design kids branding Kingdom & Sparrow

The Process

To stand out amongst competitors in the category where brand styles are often ‘cute’ or focused on nature, we used a contemporary, character-led illustration style paired with comic book design cues, bold colours and a rebellious tone of voice and messaging. Clear health claims are part of the overall aesthetic and brand communication, so they don’t compromise on the fun!

Snackzilla kids snack branding and illustration by Kingdom and Sparrow
Snackzilla kids oat cookie SRP design and branding Kingdom & Sparrow
Snackzilla kids oat cookie SRP design and branding Kingdom & Sparrow

With mischief and imagination at the heart of it, the result is a category-challenger brand that’s loved by parents and kids alike.

Bite me graphic with oat cookies Kids snack branding Kingdom & Sparrow
Snackzilla plastic free packaging oat cookie branding Kingdom & Sparrow
Snackzilla logo design Kingdom & Sparrow

Marieke, Founder of Snackzilla. 

“From the outset K&S really understood what I was looking to achieve with the brand.

What they delivered far exceeded my expectations and has been fundamental to the success of the brand thus far. Throughout the process they were happy to collaborate and adapt and it has been a pleasure to work with them.”