hide and seek campaign

The project ‘Hide and Seek’ is an awareness campaign that communicates the importance of being able to check for allergens in packaged food for children with allergies to stay safe. It does so by reframing the narrative around food allergies by expressing this management strategy as a fun game of hide and seek, where children need to find the allergens that are hiding in their food. Through this, it aims to make food allergy management and awareness more accessible and memorable for a younger audience. 

‘Hide and Seek’ targets children aged between 4-8 and their parents, which is manifested through the campaign’s fun and playful brand identity featuring food allergen characters to attract this target audience. This visual branding is used throughout three key design outcomes which act as the different touchpoints of the campaign. 

The first touchpoint is point-of-purchase marketing which will be rolled out as a partnership scheme with supermarkets. The purpose of this design outcome is to transform the supermarket experience into a game of hide and seek which will be achieved through a series of graphic interventions within the store. This will create exposure for the campaign to the relevant audience and also act as a reminder for them to check the allergen statements on packaging before purchasing a food product. 

The second touchpoint is an app that enables children and parents to engage more deeply with the campaign by learning more about food allergens. The app goes hand-in-hand with the marketing scheme, where it will be used to enhance the supermarket experience. This will be achieved through the final touchpoint which is an augmented reality feature that is built into the app. This AR component enables users to scan allergen statements on food packaging to reveal any allergens that are ‘hiding’ in the food. In doing so, it aims to help children understand where allergen information is located and how to interpret this information in an enjoyable manner, enabling them to develop an essential skill to avoid allergic reactions. 

This is my final major project for university, in which it synthesises all of my design specialisations and passions such as branding, marketing and interaction design.  

Disciplines: branding, visual identity, illustration and marketing design

Softwares used: Adobe Illustrator, Adobe Photoshop and Adobe XD

Year: 2024