Vic Kids Eat Well
Creating healthy spaces
for kids to learn and play.
Audience research
Brand strategy
Program naming
Stakeholder consultation
Brand concept
Brand guidelines
Audience research
Brand strategy
Program naming
Stakeholder consultation
Brand concept
Brand guidelines
Vic Kids Eat Well is a consumer-facing initiative from the Cancer Council of Victoria and the Victorian Government. It focusses on transforming the food and drink environment in childhood and family focused settings by increasing the knowledge and capacity of schools and clubs to support healthy and sustainable diets.
The program aims to address the rates of Type 2 Diabetes and early signs of heart disease in children, and the negative impact of food marketing to children. But it does this using a values-based messaging approach – which focusses on the positive role schools and clubs can play in creating healthy spaces for Victorian kids.
The Vic Kids Eat Well brand is designed to be optimistic and fun. It’s designed to reflect the diversity and energy or Victorian school kids – capturing the vibrancy that comes through eating well. The brand utilises values-based messaging to emphasise the positive steps schools can take to create healthier spaces for kids.
Studio Binocular worked with a collaborative client group which was led by Cancer Council Victoria, but also included the Victorian Department of Health and Nutrition Australia.
Brand strategy to brand systems
The project incorporated everything from brand concept through to the development of brand systems. We designed and authored a brand guidelines document to assist the multi-agency team to roll the program out consistently to schools and community groups across the state.
