Expanding a brand through fantastic new worlds

Tolerant is known for its revolutionary legume-based pasta alternative, recognized as a healthier, sustainable plant-based option. So when the Tolerant team approached us with a new line of their pasta for kids, a legume-inspired journey began.

  • New York 08:02 AM
  • London 01:02 PM
  • Singapore 09:02 PM
  • Shanghai 09:02 PM

The Tension

As with many children’s products, our Tolerant Kids challenge hinged on striking a delicate design balance between honoring the high quality, credible Tolerant masterbrand that parents trust, and appealing fun enough to entice children.

The Power

The result was a rollout of custom illustrated packs, featuring Lenny Lentil as Tolerant Kids’ fun leader in a variety of roles on unexpected adventures. Lenny transports the audience to three fantastic legume-based worlds: Organic Kids Green Lentil Safari, Chickpea Alphaland, and Red Lentil Galaxy. The Tolerant Kids identity delivers new flexibility, growth, and endless potential for creative expression.