e-Types

For e-Types the challenge was to create an appealing universe for kids throughout primary, middle and high school while keeping it credible for Mom and Dad who are the ones putting up the lunch money for their kids.

"We developed the name EAT and used it as the anchor for all communication. EAT this, EAT that, EAT your homework, EAT whatever. We wanted to mix English in with Danish because that's how kids communicate. They don't follow rules, they make their own which is why we also left the system open enough for the kids to create their own slogans" says Camilla Frederiksen, Senior Brand Strategist at e-Types.

Furthermore Jess Andersen, Senior Designer at e-Types explains the idea behind the design; "We chose to focus our efforts on the older kids first because the younger kids tend to look up to them. We wrote EAT or Die in large bloody letters on t-shirts during the trial period, which ended up in them getting stolen because they were so popular. Then we developed the cartoon characters inspired by vinyl toys for the younger kids, letting us get more playful and silly. The design is really cool that way - we can mutate it endlessly depending on the feel desired."

And the concept is working. As Line Rise Nielsen explains "It´s so cool to see these kids who normally wont go near anything that even remotely resembles something healthy all of a sudden chowing down rice and lamb-tagine like there is no tomorrow. The kids really get the design and its clear that it resonates with them prompting another go at the canteen" says Line Rise Nielsen from Københavns Madhus.