THE PROJECT

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The brand ”Jam & Yam’s Junior Recipes” was designed to raise awareness of ongoing child obesity. According to studies by the World Health Organization, about 42 million worldwide young children were overweight or obese in 2013. A design solution was needed to promote healthy eating habits to children so that they are less likely to develop obesity-related chronic diseases.

With bright hues and inspirational character design, the hand-drawn illustrations emphasize a ‘childlike’ and friendly approach. Each character is represented as a junior chef and has their own talents in making different types of foods. The main characters forming the title “Jam & Yam” are designed to inspire and guide young children to make their own meals.

Integral: Branding, Logo, Campaign, Illustrations

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The typefaces are chosen in a handwritten style to correspond to the hand-drawn illustrations. The project contains a series of cards that are divided into different coloured sections such as proteins, seafood, fruits, vegetables, dairies, food substitutes, and grains. It also comes with a recipe book that gives a great overview of cooking steps that are illustrated, with safety tips that teach children how to cook on their own. To address accessibility concerns, the project also contains a Braille the issues for children who are visually impaired in the future.

Project photos are taken by Mariangela Trevino