01 Project Brief

Childhood obesity is rampant in our world today. One of the primary culprits is sugary, high-calorie drinks. I have created a brand of sugar-free organic tea drinks for kids that are healthy, tasty, and playful! Dig Dook makes healthy choices more fun. The “spokes-animals” are ferrets who are well known for their playful nature and friendliness.

02 Approach

Using simple organic shapes to create an easily recognizable picture that even kids will quickly remember. Digging and dooking (the noise a ferret makes when it is happy) are two activities that ferrets love to do. The sound of "dig dook" is also fun to say.

Custom Font

I also created a set of customized font for the brand

Brand mascots

They are ferrets named Hob and Jill. Ferrets are well known for their playful and curious nature, which makes them great ageless brand ambassadors.

Packages

There are 3 different packacges:

6 oz pouches that serve as a good portion for young children,
12 oz bottles for older children and adults, and
The Family Pack will come with 8 pouches. Not only because ferrets have, on average, 8 kids, but also it's a great size for weekly buyers. Every family pack also comes with a Dig Dook sticker, and underneath that sticker is a DD Code. DD codes can be used to redeem items for "Saving Jill", a mobile game developed by Dig Dook.

The Mobile Game Saving Jill

When you first open the app, the loading screen will tell you the story and the mission of the game. As Hob, the player will need to save Jill from Suga (a giant block of sugar). As a brand, Dig Dook does not promote violence, thus Hob does not have any weapons. He can dig holes and use items from DD codes to trap Suga and his minions.

When the player finishes a level, they have a choice to post on social media. Hob and Jill have their own individual twitter pages to reveal hints for the app, to promote Dig Dook products, and to post healthy fun facts.