FreshSNAP

To set the scene and develop a clear path forward, we distilled WOSHEP’s purpose and clarified their legacy – ‘Improving overall wellbeing in the community by championing healthy eating and providing practical support to those responsible for feeding younger people in our schools.’

The health program had three main audience groups – schools, teachers, students and food service staff. We identified that these audiences needed to feel assured about canteen and health education choices, connected to the program and each other, and inspired to provide healthier choices.

Based on the audience profiles, we defined three creative territories – ’Wholesome’, ‘Inspiring’ and ‘Helpful’ — to guide the brand and name development. The territories also helped form the simple but impactful promise: ’Helping schools nurture healthy choices.’

The website was always planned to become the hub of the healthy eating program, housing its many helpful resources. The number one priority was accessibility, making it easy for users to find resources quickly, but also engaging so users were compelled to stay on the site and look around.

We ideated the unique name, FreshSNAP. Partially an acronym for ‘School Nutrition Advisory Program’ which aptly describes the initiative and ‘Fresh’ suggested the approach to whole-of-school health. Together, ‘FreshSNAP’ conjures to mind the crunchy sounds of eating seasonal fruit and veg at recess.

FreshSNAP is all about changing community behaviour, so we articulated their key attributes and created concise, audience-relevant messaging that’s flexible as new resources become available.

The most wholesome and yummiest lunch box was our muse for the brand system with a humanist and energetic logo mark, vibrant organic fruit and veg elements and a playful sticker device for fun breakout moments. The end result is an inclusive brand with spritely spirit.

Juicebox developed a refreshingly simple mega menu that intuitively categorised key pages based on audience priorities. Resources are organised by audiences, recipes and resource types and searchable with a global search function.