According to the National Library of Medicine, malnutrition for children under 5 is a major public health issue in India. Our team in India collaborated cross-functionally with the PepsiCo Foundation and PepsiCo Research and Development to launch Quaker Bowl of Growth, which aims to combat mild acute malnutrition.

The program has curated a locally acceptable recipe of “Panjiri,” from a millet and multigrain-based Quaker product, containing 18 additional micro-nutrients designed by the PepsiCo R&D team specifically to meet the local needs of children from the region. Through local partnerships with MAMTA Health Institute for Mother and Child, the Government of Maharashtra, B. J. Medical College, and the Nutrition Society of India (Pune), Quaker Bowl of Growth will provide wholesome nourishment to 1,000 children aged 3 to 5 years in Pune, Maharashtra.

A design strategy for mission-based nutrition initiatives must do more than simply grab attention. It must capture something familiar and reassuring while building a sense of trust around something new. Our team in India developed an impactful, warm visual identity system focusing on 3 key pillars of Nutrition, Awareness, and Education. The design effortlessly conveys essential information, inspiring people to be part of something bigger.

The elevated system we created for Quaker Bowl of Growth underscores that it’s both tasty and nourishing. In India, blue represents life, power, and determination, making it the perfect choice to visually anchor a bold, bright look and feel. Its color is close to the core brand, hence building equity.
Dynamic, nature-inspired illustrations of oats, wheat, and barley pop from the bowl, complementing a lively new orange logomark.

The overall effect is of ingredients coming together to make something both special and recognizable. Our team also created engaging educational materials including posters, leaflets, flipbooks, and a comic book that visually tie the system together while making a positive impact.

This thoughtful, integrated approach reinforces how we can design a better world, and we have the stats to prove it. With media coverage garnered in 63 outlets, 1.7Mn total media reach, 20k+ social media reach, and 100k+ influencer reach, supporting Quaker Bowl of Growth’s mission to help address mild acute malnutrition in India is just the beginning.

Category:PackagingYear:2024Designers:PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA