As a kid, you’re told not to play with your food. But Nurture Life’s redesign proves it’s okay to get creative at the dinner table.

Working parents Jennifer Chow and Steve Minisini founded Nurture Life to make healthy meals for babies and kids of all ages readily available and easy to enjoy. As they look to expand from a direct-to-consumer kids food brand to claiming some shelf space in grocery stores and amplifying the appeal of their packaging to kids, they wanted to upgrade their packaging.

Independent branding agency Moxie Sozo needed to take their packaging from what was essentially a sticker and a transparent film to something that would get consumers to take note, as they started as a direct-to-consumer brand. “Nurture Life has this wonderful story to tell, and they’re doing something that not a lot of food companies for kids are doing,” said Mike Bowman, senior account director at Moxie Sozo. “They’re for all ages, from babies all the way up to older kids, and their packaging and identity needed to tell that story better.”