Delta QIDS

However, children always grow faster than we think. They choose their own music and have their own references. They learn with parents but they also teach their parents about the huge wide world they don't know about: Instagram dares, challenges, tik tok choreographies. They speak emoji and create their own following. They are editors, filmmakers and creators in the making. How can we engagingly speak to them, without leaving the parents out?

We accepted this fun project and approached it in the best way possible: allowing the creative team to release their inner child, giving voice and shape - through illustration - to the amazing inner worlds all people host within. A modern take on ancient hopes and dreams, a whirl on digital imagery cross-section, the presentation of that unique mind frame, where possible and impossible collide, coexisting in perfect harmony.

Mascots are a visual symbol for our product - they allow kids to establish an emotional connection to the brand while enhancing the ability to memorize it. This imaginary reveals a cool attitude and a fun way to speak, telling non-linear stories and representing different styles and interests - emoji-style - allowing each child to find their own tribe or their unique approach. Our Q- inspired character is like any other child: curious, restless, ever-changing, creative and expressive. It is risk-prone and sure of itself. It makes a unique, generational statement.

The pods were marketed to children aged 7 to 12, so selfies and skates, drones and games, music and unicorns were a definite go. Our illustration work wanted to represent the richness and amazing diversity that exists in children's minds and the potential that may be unleashed when they drink a cup of confidence of an exclusive sort-of-coffee coffee.  
Specific codes and language gimmicks were created to cater to the thousands of differences that may be found between boys and girls, teens and tweens, textbook personalities and off-the-chart postures.  

Packaging followed suit and created fun and surprising pile-up puzzles, recreating illustrations through the joining, mixing and matching of different colours and flavours. With only one reference available, we wanted to create a long-term solution.The way packaging presented the different elements clearly evoked children's rooms and whatever spaces they are allowed to extend their influence into. Our inner children were thrilled to get the opportunity to spread elements all over, rather than dutifully organising them in classical boxes.  

Communication was a fun challenge, giving our designers and thinkers the freedom to apply these elements in new and surprising ways. T-shirts, pins, applications, stickers - kids do love good stickers - and, most of all, challenging dares were the core of the communication we created for this specific project. After all, we were sure: no kid can resist a dare. Neither did we. 

Communication was a fun challenge, giving our designers and thinkers the freedom to apply these elements in new and surprising ways. T-shirts, pins, applications, stickers - kids do love good stickers - and, most of all, challenging dares were the core of the communication we created for this specific project. After all, we were sure: no kid can resist a dare. Neither did we.