Kraft Canada and dossiercreative Capture Kid's Imaginations with New aMOOza! Brand

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dossiercreative and Kraft Canada celebrate their new partnership with the launch of aMOOza! Twists, a line of twisted cheese snacks for kids. The compelling packaging design captures the essence of fun and adventure, inspiring kids to dig in, use their imagination and explore the ‘world of aMOOZa!.’

dossiercreative inc., a Vancouver and Toronto-based brand creation company, and Kraft Canada are set to celebrate their new partnership with the birth of aMOOza! Twists, a new kids’ cheese snack product innovation, made of natural cheese with two intertwining mozzarella and cheddar string cheeses twisted around each other. aMOOza! is Kraft’s first kid-focused venture into the high-growth cheese snacks category and provides another unique addition to the likes of Oreo, Triscuit, Ritz and other enduring Kraft brands.

dossier’s brand birthing process involved the exploration of the snack category, research into the consumer mindset and shopping experience (including one-on-one consumer shop-alongs) and collaboration with the client team in order to identify compelling concepts for the new brand. The resulting brand platform – including the aMOOza! concept, name, wordmark, visual identity, creative strategy, brand story and packaging – captures the essence of fun and adventure, inspiring kids to dig in and explore the ‘world of aMOOza!.’

As is the case with many products targeting young snackers, aMOOza! needed to appeal to both the target snacker (kids ages 6-12) and discerning parents. To do this, dossier created a rich brand story centered around the ‘world of aMOOza!’ – a world made entirely from cheese – to engage kids’ imaginations while communicating key health benefits for concerned parents. “Our goal was to focus on kids first,” explains Don Chisholm, dossier’s co-founder and creative director. “We knew the parents would follow, but we needed to immerse the kids in the story of aMOOza! and get them excited to play in this world.”

The name ‘aMOOza!’ suggests amusement, milk products and exotic places. The brand’s logo conveys energy and excitement, and the unique style and composition of the illustration, depicting kids playing and swinging on gigantic twists, creates a sense of adventure and play. The addition of collectible inner-wrappings depicting a variety of ‘aMOOza!’ kids – such as ‘Zippy Skedaddle’ the sprinter and ‘Skyward Shimmy’ the climber – add another level of interactivity to this otherwise utilitarian aspect of the packaging. The entire design conjures images of exotic worlds, exploration and fun, prompting kids to play with their food.

Kraft aMOOza! Twists are now available in grocery stores nation-wide in two varieties, mozzarella-mozzarella and mozzarella-cheddar. The new brand and product innovation will be bolstered with a national multimedia campaign to run throughout 2010 and is an exciting beginning for the new partnership between Kraft and dossier.

For high-resolution images, interviews and additional
information, contact:

Ronna Chisholm
dossiercreative inc.
tel: 604-255-2077 ext. 28

dossier creative is a design consultancy specialized in creating category-defining brands that deliver massive value and endure. In its more than two decades, dossier has ‘birthed’ a wide array of unique and compelling brands, including global hit Mike’s Hard Lemonade. Based in Vancouver and Toronto Canada, dossier’s team of multi-disciplinary designers is led by company co-founders Don Chisholm (Creative Direction) and Ronna Chisholm (Business Direction).


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Ronna Chisholm
dossiercreative inc.
604-255-2077 ext. 28
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