Daily Archives: 20/01/2023

A playful visual identity for plant-based milk brand KiddiWinks

The 100% plant-based milk reimagines a childhood staple with a formula comprising oat, chickpeas and chicory root, providing eight grams of plant-based protein and more than six grams of fibre.

Ahead of KiddiWinks’ launch in the US (it will roll out to other markets in the coming months), the team brought in New York-based Young Jerks to develop its branding and London creative agency Wildish & Co to lead on its website design.

The agencies started by asking themselves, what would a plant-based milk brand for kids look like? “KiddiWinks is a really interesting brand as it hits the intersection of sustainability and health, both key decision drivers in purchase decisions – especially for parents,” says Wildish & Co managing director, Sam Fresco.

Young Jerks opted for an illustration-led visual identity, which is full of youthful personality but also stylish enough for grownups. At its heart is a “gloopy and milky” hand-drawn logotype, says senior art director Kelly Thorn. Supporting fonts include Caspar by Flavor Type and Visby Round by Connary Fagen as the body copy, chosen thanks to its “soft serve” feel, she adds.