The new Verkade heroes!

In accordance with Dutch government regulation, Dora, SpongeBob and Lightning McQueen will disappear from children’s food packaging from 1 July 2020. Verkade will farewell its licensed characters. Time for some new heroes!

The new heroes in the cookie aisle

A fun challenge. How do we create packaging with as much impact on the shelf and likeability for parents and children, so they forget their idols and become fans of these new heroes? We got to work, starting with target groups of 3 to 5-year-olds and 6 to 8-year-olds.

From child to cookie packaging

What are the trends, what do children in these age groups like, and how do they experience their world? We carried out research within the target groups and used this input to develop mood boards. We tested these on mothers as well as children.

Cute and engaging

For children between 3 and 5 years old, the known world is very important. Something unfamiliar can be unpleasant or even scary. For this target group, we’ll keep things recognisable and close to home, with a focus on pets. Friendly, cheerful and ready to be petted: Verkade True Friends is the answer!


But for slightly older children, this is all a bit childish. They already consider themselves pretty cool, and enjoy music and swimming. Exciting and imaginative, that’s what they’re looking for! An underwater world with cool, crazy water animals that make music is the perfect combination: meet the Verkade Disco Swimmers

Cookies in the picture and pictures in the cookies!

The cookies are integrated in the illustrated world. This gives the packaging a fun, playful twist. The strong colours ensure that the packaging bursts off the shelf, and stands out on the colourful children’s cookies aisle.

The characters on the packaging are embossed on the cookies themselves. Beastly fun!

From A to Zebra

The complete trajectory was executed in house by Brand Builders. We developed the concepts, illustrations, photography and created the entire packaging and inside layer.