Crafting a Kids-Centered Brand Identity
UX/UI Design
Visual Identity
Branding
Figma
Procreate
Adobe Photoshop
UX/UI Designer
User Research
Visual Design
User Flows
Prototyping
2025
The concept emerged out of necessity. It’s a UI Design exploration for a service that pairs fresh fruit smoothies with nutritious snacks, packaged for quick pick-up right after kindergarten, just in time for the playground. Think of it as a smart, accessible bridge between pick-up and dinner—something kids are excited to enjoy, and parents can trust for its nutritional value.
This project focuses on designing a seamless, user-friendly experience that integrates into the daily rhythm of modern families. The aim is to make healthy choices easy and remove one more stress point from a parent’s afternoon routine—all while supporting the well-being of the children during a critical transition period in their day.
Key Needs
- Convenience: Quick, seamless pick-up that fits into busy daily routines.
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Trust in Ingredients: Transparency and confidence in the quality and healthiness of the food.
- Kid-Friendly Appeal: Tastes, textures and visuals that children can appreciate.
Shared Traits Across All Personas
- Prioritize health but need convenience.
- Avoid processed snacks and sugar rushes.
- Appreciate clear, minimal design with kid-friendly appeal.
Why Including a Child Persona Matters
Designing for kids means thinking beyond nutrition and convenience - it’s about engagement, taste and fun. By understanding what excites or frustrates children, the UI and product experience can better align with their expectations, making them want the snack rather than resist it.
Name Charlotte, 4 years old
Family Lives with her two parents and an older brother
Daily Routine Attends kindergarten from 8h00 to 15h00, then heads to the playground or playdates
Personality Curious, active, easily distracted and gets cranky when hungry
Pain Points
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Gets very hungry and low-energy after kindergarten.
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Doesn’t enjoy waiting around for food - wants something now.
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Picky about textures and flavors; refuses anything that looks “weird” or “too healthy”.
Needs & Preferences
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Loves colorful, fun-looking food.
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Prefers snacks that feel like a treat (even if they’re healthy).
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Likes smoothies because they’re easy to drink and taste like fruit.
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Enjoys being involved in choosing her snack - likes options and feeling “grown-up” when making small decisions.
How the concept supports Charlotte
The smoothie + snack combo is something she can look forward to after a long day. It feels special, fun and tasty, giving her the energy to enjoy the rest of her afternoon at the playground or with friends. Plus, the packaging and visuals are designed with kids like Charlotte in mind: bright, friendly and easy to handle.
Persona 2 Madalena, The Time-Strapped Parent
Name Madalena, 36
Occupation Architect
Family Single parent of a 4-year-old daughter
Lifestyle Juggles a demanding job with daycare schedules, limited time for food prep
Pain Points
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Always rushing from work to kindergarten pick-up.
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Wants to provide healthy snacks but often defaults to convenience foods.
- Feels guilty about processed snacks but doesn't have time to prepare fresh options daily.
Goals
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Needs quick, reliable and nutritious snack solutions.
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Values transparency and convenience.
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Prefers options that align with her values: health, sustainability and minimal waste.
How the concept supports Madalena
A grab-and-go smoothie + snack combo lets her feel confident she’s giving her daughter something healthy - without sacrificing her already stretched schedule.
- Red-purple gradients evoke the richness of berries and antioxidant-packed blends.
- Bright citrus tones (like orange, yellow, lime) reflect vitamin-rich fruits such as oranges, pineapple and mango.
- Earthy beige and cocoa tones echo the nut-based and grain-based snacks.
These hues tell a story of what's inside the cup or package. The goal was to create color-driven visual pairings that mirror the flavor and nutritional profiles of each Smuki combo.
Through thoughtful user research and persona development, this case study highlighted the everyday challenges parents face when trying to balance convenience with healthy choices. It also recognized the importance of making the experience enjoyable and accessible for kids, who ultimately shape the success of the product.
The end result is more than just a snack - it’s a small but meaningful support system built into the daily rhythm of modern families. It simplifies decision-making, promotes healthier habits and brings a little more ease to the lives of both parents and their kids.