Benjies
Benjie’s offers a family-friendly weekly subscription service for meal kits and lunch boxes, designed to create fun, lasting memories between parents and kids. Each box is tailored to meet the unique needs of your family and the specific age of your children. Every order includes easy-to-follow recipes and fresh, delicious ingredients that make mealtime a joy for everyone. Targeted at middle-to-upper-income families, Benjie’s aims to spark excitement for both parents and children when the delivery arrives.
To celebrate the launch of their new product, Benjie’s is looking for a playful, colorful, and lighthearted rebrand. The goal is to capture the whimsy and joy of childhood in a way that's quirky, approachable, and casual—without ever losing professionalism.
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Brand Challenge:
The unique challenge with Benjie’s branding was centered around the typography. I needed the type to reflect the brand's core idea: a subscription service that's both child-friendly and designed for the whole family. At the same time, I wanted to ensure the typography could maintain a more professional tone when necessary, especially in contexts where the brand might appeal to parents or be used in more formal settings. After experimenting with various fonts and not finding the right fit, I decided to sketch my own logos. I ultimately landed on a concept that combined a serif font with playful, childlike qualities—striking the balance between fun and sophistication. To add an extra layer of playfulness, I incorporated a carrot as a subtle, yet whimsical detail.
Additionally, I knew I wanted to incorporate vegetable illustrations into the visual identity to tie in with the healthy meals Benjie’s provides. These illustrations not only hint at the nutritious aspect of the subscription, but also evoke the fun, shared family moments around mealtime. The case study was both challenging and incredibly rewarding, and in the end, I created a vibrant, playful brand that successfully appeals to both children and adults, capturing the essence of what Benjie’s is all about.
