D’Kids is a B2B nutrition education and food service platform for the children of Malaysia. As the first in the market to provide children meals based on nutrient requirements by age, D’Kids offers a subscription for pre-paid healthy meals to be delivered to schools and homes as well as a school meal plan management that is developed alongside the delivery of the healthy meals. This includes nutrition education for children aimed at equipping children with the knowledge and importance of healthy nutrition.
THE BRIEF
As a certified dietitian, the founder worked with an outsourced company that counted international schools as clients. During her time there, she bore witness to food wastage issues and little to no health awareness efforts for children which led to their refusal to eat healthy meals. This spurred her to found D’Kids in order to provide the right to every child in Malaysia to the knowledge and resources on healthy nutrition and its vital importance to their growth. D’Kids currently partners with private schools and primary schools under the Ministry of Education in Malaysia. In the long run, D’Kids eventually looks to venture into penetrating government schools upon proving the success of its programme so as to make healthy nutrition an equitable right to all children in Malaysia.
INSIGHTS
With its main revenue coming from providing subscription meals to schools cut short due to the global Covid 19 pandemic, D’Kids also faced increased difficulty in penetrating potential schools due to the closure of schools nationwide. For the time being, D’Kids intends to focus on providing nutrition lessons and workshops to be delivered online and provide home deliveries of its nutritious meals.
Considering the uncertainty of the circumstances surrounding the pandemic, the presence of parents working from home with the likelihood of being a able to prepare meals for their children themselves as well as the logistical challenges that come with delivering food to individual homes, how can D’Kids communicate its brand value and offering such that it compels its target audience to consider nutrition to be an important part of a child’s life and indirectly empower children to make their own healthy food choices?
OUR OBJECTIVE
To create a brand narrative that convinces and compels schools and parents to consider nutrition as a vital part of their children’s learnings.
OUR STRATEGY
We embarked on the Brand Canvas Model exercise to create a strong and compelling brand story targeted towards the decision makers of children’s nutritional needs - namely schools and parents.
THE OUTCOME
Brand Model Canvas
With a vision to democratise the playing field when it comes to providing healthy nutrition for kids no matter their background, we placed importance on improving the access and knowledge on healthy and nutritional food, as well as the simplicity and fun nature of preparing meals that are healthy for children to enjoy.
Before
After