aMOOza! Twists

by Barry Duncan on 04/20/2010 | 3 Minute Read

Editorial photographdossiercreative inc., a Vancouver and Toronto-based brand creation company, and Kraft Canada are set to celebrate their new partnership with the birth of aMOOza! Twists, a new kids’ cheese snack. aMOOza! is Kraft’s first kid-focused venture into the high-growth cheese snacks category and provides another unique addition to the likes of Oreo, Triscuit, Ritz and other enduring Kraft brands.

Editorial photograph

Editorial photographEditorial photographdossier’s brand birthing process involved the exploration of the snack category, research into the consumer mindset and shopping experience (including one-on-one consumer shop-alongs) and collaboration with the client team in order to identify compelling concepts for the new brand. The resulting brand platform – including the aMOOza! concept, name, wordmark, visual identity, creative strategy, brand story and packaging – captures the essence of fun and adventure, inspiring kids to dig in and explore the ‘world of aMOOza!.’

The name ‘aMOOza!’ suggests amusement, milk products and exotic places. The brand’s logo conveys energy and excitement, and the unique style and composition of the illustration, depicting kids playing and swinging on gigantic twists, creates a sense of adventure and play. The addition of collectible inner wrappings depicting a variety of ‘aMOOza!’ kids – such as ‘Zippy Skedaddle’ the sprinter and ‘Skyward Shimmy’ the climber – add another level of interactivity to this otherwise utilitarian aspect of the packaging. The entire design conjures images of exotic worlds, exploration and fun, prompting kids to play with their food.Editorial photograph

As is the case with many products targeting young snackers, aMOOza! needed to appeal to both the target snacker (kids ages 6-12) and discerning parents. To do this, dossier created a rich brand story centered around the ‘world of aMOOza!’ – a world made entirely from cheese – to engage kids’ imaginations while communicating key health benefits for concerned parents.

“Our goal was to focus on kids first, we knew the parents would follow, but we needed to immerse the kids in the story of aMOOza! and get them excited to play in this world.”

The name ‘aMOOza!’ suggests amusement, milk products and exotic places. The brand’s logo conveys energy and excitement, and the unique style and composition of the illustration, depicting kids playing and swinging on gigantic twists, creates a sense of adventure and play. The addition of collectible inner wrappings depicting a variety of ‘aMOOza!’ kids – such as ‘Zippy Skedaddle’ the sprinter and ‘Skyward Shimmy’ the climber – add another level of interactivity to this otherwise utilitarian aspect of the packaging. The entire design conjures images of exotic worlds, exploration and fun, prompting kids to play with their food.

You may also like