For 37 years, Isonu Bakery has established itself as an authentic Nigerian bakery, popular among the local community. While they had traditionally focused on baked goods and less sugary products for adult customers, they now sought to expand their reach to a younger demographic.

One of the major initiatives undertaken by the bakery this year was a renovation of their building.
Head chef Gambo plans to introduce a new pastry product – locally fried puff puff – specifically designed for the kids in the community. This will be a new addition to the bakery’s product catalog.

Challenge:
The key objectives were to create a fun, exciting, and creative packaging solution that would appeal to younger kids and encourage them to visit the bakery. The packaging needed to be lightweight and portable, allowing kids to easily carry it to school and enjoy the product during their lunch break.
Many young kids were unaware of the bakery, so the packaging design aimed to introduce the brand in a memorable and engaging way.

Solution:
Using simple materials like a lightweight paper box and a playful toothpick element, the packaging design mimics the look of the bakery storefront, inviting kids to step inside. The parchment paper wrapping serves as the primary packaging, while the box and toothpick interaction adds a creative, hands-on component that brings the bakery experience to life.

The illustration features a cohesive composition, with elements strategically clustered to create a sense of order and harmony. The placement of the words on the bakery box and the interactions between the animals and the other objects breathe life into the scene, conveying a lively, inhabited environment rather than a static display of inanimate objects. In the foreground, Chef Gambo stands outside, invitingly beckoning passersby to come in.

The new logotype is designed to be legible and easily recognizable for kids. The packaging transports the child to the street of Isonu, with the bakery as the central focus. This holistic design approach not only promotes the product but also encourages kids to want to visit the actual bakery after experiencing the packaging. The packaging’s second life as a piece of art on the shelf further extends its appeal and value to the young audience.