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How do we explain to kids that they are what they eat? Parents John and Dr. Whitney Anderson, a Six Sigma operations technician and a pediatrician, knew where to start. In their own household they noted that rapidly changing appetites and a genuine disdain for fresh veggies were the two biggest problems. Rather than pasta and veggie-laden red sauce six nights a week, they chose to create a line of fun, delectable foods that fit the busy lifestyles of today’s children and parents. The result is Full Tank Foods.

To design packaging for the new line, “the first thing we did was look at competition in the baby-food aisle,” says Turnstyle designer Steve Watson. “Everything was based on the Gerber model, with lots of heartwarming illustrations of vegetables and cherubic babies.” Turnstyle decided to create packaging that appealed to modern sensibilities, using urban style and anime characterization. The result is a colorful illustration format that capitalizes on limitations such as inexpensive paper stock and ink. A character, Jet, was created to add point-of-purchase appeal via his high energy and curious sensibility. Watson explains, “It does a great job of grabbing people in a visually busy aisle and getting them to stop.” by Marlena Bishop

Turnstyle | Principal, Creative Director, Designer: Steve Watson | Client: Full Tank Foods | Contact: www.turnstylestudio.com