Spencil makes back to school supplies for primary school kids. Their brand positioning is ”A Better, Kinder Awesome”, which manifests as a combination of giving Mums and Dads what they want, and bringing kids joy. We were asked to express this through a new cold pack design for kids’ lunch boxes.
The internal icepack design targeted the parent lunch-maker, reassuring them that the icepack had been innovatively developed to stay cold throughout the school day, replacing the daily ’uneaten lunch’ drama with a whole new chill.
The external icepack bag that the kids would see, was ’Cool As’ with a flurry of what initially appeared to be ’snowflakes’. One in 3 was.
But the other two offered joyous discovery points that proved to be a hit with kids and parents alike. After all a penguin bumhole is not immature when you call it by it’s biological name – a ’cloaca’.
