GranoKids

GranoKids, a sub-brand launched by GranoSquare, a Brazilian brand specializing in granolas, is a project dedicated to promoting healthy eating habits from childhood. With three delicious flavors enriched with vitamins and calcium, the new granolas were specifically developed for children aged 3 and up, recognizing the importance of a balanced diet from an early age. To reinforce the nutritional value and bring a playful element to the eating experience, a star-shaped cereal made from oats and quinoa was developed.

The entire graphic design project was conceived with mindful eating as the central focus, encouraging children to explore mindfulness while eating, observing the flavors and textures of the food, and discovering new tastes.

The packaging of GranoKids lightly addresses the importance of healthy eating and veganism, fundamental values of GranoSquare, seeking to connect children with these agendas. Avoiding generating guilt or exclusion due to animal consumption, we aimed for a positive narrative that promotes a sense of belonging and experimentation. To achieve this, we illustrated three strong and herbivorous protagonists – the Gorilla, the Elephant, and the Hippopotamus – who primarily feed on plants, highlighting the value of consuming fruits and seeds, present in the granolas.

With these characters, we created the game “Discovering Foods,” based on the principles of mindful eating, transforming eating into a playful activity that encourages children to use their five senses, promoting a more conscious presence during meals. The playful elements on the packaging and the virtual game on Instagram explore other properties of food that were previously unnoticed, guided by the characters Dante, Hila, and Tammo.

The central challenge of the project was to make education about healthy eating appealing to children, facing a saturated landscape of stimuli and competition for their attention. Creating playful packaging capable of gently, flexibly, and respectfully promoting children’s food education became a significant but equally valuable challenge.

This achievement was accomplished through the use of vibrant and unusual colors for children’s products. Additionally, the illustrations occupy a large part of the front display of the packaging, ensuring children’s curiosity in the aisles. The goal is to highlight the quality of the product, making it attractive to both children and their caregivers.