Food & Beverages / Green Planet Astronauts
Sending children’s food into space
What is intriguing about Plant Planet is that their story was born of a radical insight: carbon emissions keep rising and the single most significant way to reduce our impact on the planet is by avoiding meat and dairy. Some 63% of parents would like to feed their children plant-based foods and beverages. The fact that the products need to be natural, nutritious, tasty and accessible opens up a commercial opportunity – based on hygiene.
Green Planet Astronauts is an environmental knowledge and advocacy company using plant-based food for children as a way to achieve long-term change by encouraging sustainable lifestyle habits early in life.
A tribe for our young,
In our grand adventure, the one that involves saving the planet, the children get to be heroes. We provide the resources – great food and good guidance. And naturally, we encourage the kids to join our mission! Fittingly, we named it Green Planet Astronauts – to bring it all together and create a tribe for our young, planetary guardians. The idea of “space food for pioneers” is used as the basis for both brand engagement and a unique expression. Food, nutrition, science, and sustainability – communicated in a way that whets the appetite of children and parents alike.
What would serve as the ideal starting point for a squeeze pouch packaging for young explorers? We lifted our gaze, to NASA, for visual cues. And then adopted the look and feel of an actual space traveler’s environment – including the food astronauts bring with them into space. By combining a visual universe with fun, child-friendly graphics, we managed to carve out a niche in a crowded marketplace.
The GIF loop is a familiar gimmick to most consumers. We didn’t hold back – making lots and lots of fun stickers – which are available through Giphy and compatible with all social media platforms.
Launched in October 2019 in Finland at the biggest retailers, Kesko and SOK.