Branding ___ 2022
Lidl Hellas ©
Nutrition & Sustainability in an unexpected approach
Lidl Hellas wanted their audience to learn about the brand’s positions and commitments regarding sustainability and nutrition. As a part of this campaign, we were asked to curate the content and design a children’s picture book, aiming to simplify and summarize the information in a fun & friendly way, in order to raise awareness and generate an engagement between the kids and pre-teens demographics.
“Carty, the shopping cart that changed my life” imagines the epic story of two siblings going shopping and meeting a robotic shopping cart that is coming alive and being full of environmental and nutritional concerns. Through an entertaining modern narration, children can learn about the importance of a sustainable and healthy way of living, getting to know modern problems regarding the environment and their diet habits, and understand that they have the ability to make a change with their actions.
As the story takes place in a supermarket, we developed as a central character the most iconic item that can be found inside its walls. A shopping cart that obtains some characteristics from the branch of robotics – a screen for showing information and making video calls-, Carty is a high-spirited and comical know-it-all character that becomes likeable right from the first moment you meet him in the story.
The two siblings are meeting Carty and interacting with the rest of the characters, all of them part of the world of Lidl with a unique personality according to his traits or identity, so for kids to identify with them and feel a connection, realizing their place in the story. The visual language we designed emphasizes on demonstrating childish imagination and how kids can interpret characters and images in a unique and unusual way.
Designed in a fun and almost surrealistic way, a whole set of characters come alive in the story and help children change their worldview about crucial issues about their health and the future of our planet.
We also used certified paper promoting sustainable living not only in words, but also with deeds.
Athens _______ Greece
