Rice Rusks
My target audience is Emma, 5, and
her mother, Julia, 27. Emma is a
kindergartener who loves playing with
Barbie dolls with her friends and mother.
Julia is busy working at an advertising
agency. She is sensitive to trends and
can’t help but buy new products when they
come out. She comes to the supermarket
with Emma to shop on Saturdays when
she has the day off work. They are looking
for snacks to put in Emma’s lunchbox for
Monday to take to kindergarten. Julia is
tired of buying vegetable and fruit snacks.
She is looking for healthy and new snacks
for her beloved daughter.
When they came to the children’s food
shelves, they immediately noticed the
strawberry vanilla rusks I designed. This
is because Emma usually plays with
Barbie dolls and loves pink and cute
things, and Julia likes new and unusual
things. While our competitors sell snacks
with a white base packaging, this product
stood out with its innovative colour. Also,
it was not a vegetable flavour but a rare
one (and her favourite): vanilla.
To target children who like Barbie, I used
pink and light blue, reminiscent of Barbie,
as the primary colours and drew an
elegant and cute angel like Barbie. Also,
to differentiate from competitors, I used
vanilla instead of vegetables. Vanilla gives
an elegant impression, so it is a perfect
match for Barbie’s impression.
Emma asks Julia to buy the strawberry
vanilla rusks I designed. Julia hesitates
momentarily because she wants to feed
Emma something healthy (the package’s
colour is obviously unhealthy). However,
after looking closely at the package, she
sees that it is organic and free of artificial
flavours, colourings, and gluten, so she
feels comfortable giving it to her daughter.
Julia puts the item in the basket, and they
head to the checkout.