Kids Love / Mom Knows

ABOUT THE PROJECT

Deti Lyubyat (“Kids Love”) and Mama Znaet (“Mom Knows”) are a family of sweet snack brands created for children and parents. The product lineup includes flavored popcorn in soft pouches and cotton candy in cups.

The objective was to create a bright, playful, and cohesive packaging system that would stand out on the shelf, make flavor navigation simple, and build an emotional connection with a young audience.

PROBLEM AND SOLUTION

The main challenge was to design packaging that could work for two audiences at once. For children, it needed to be fun, colorful, and character-driven. For parents, it had to remain clear, structured, and easy to understand at the moment of purchase.

Another important task was to unite two different packaging formats — flexible popcorn pouches and rigid cotton candy cups — within one recognizable visual system. Although the formats differ in shape and consumption scenario, they had to feel like part of the same brand family.

The design solution is built around a cast of bright and quirky characters, each connected to a specific product or flavor. These characters turn the packaging into a small playful story and help each SKU become more memorable.

Transparent product windows became an important part of the concept. They are integrated into the characters’ mouths, allowing the popcorn or fluffy cotton candy to become part of the illustration. This creates a direct connection between the product itself and the visual language of the packaging.

A bold color-coding system helps customers quickly distinguish flavors on the shelf. Each product receives its own vivid color, reinforcing the festive, sweet, and joyful mood of the category.

RESULT

The result is a joyful and flexible packaging system for a children’s sweet snack lineup. The design helps the products stand out in a crowded snack category, supports intuitive flavor navigation, and unites popcorn and cotton candy within one playful brand ecosystem.

The system is also scalable, allowing the brand to expand into new flavors, formats, and product launches while maintaining a consistent and recognizable visual language.