How did Oliver Grace design vitamins that kids actually want to take?

Australia’s vitamins market is a wall of noise. Heritage brands shout in primary colours, newcomers lean on sugar for appeal, and parents stand overwhelmed in the aisle, squinting at ingredient lists they don’t quite trust. Meanwhile, their kids are at home, already rehearsing their daily vitamin resistance. When KOA Kids approached Melbourne and Sydney-based creative studio Oliver Grace, they had a koala-inspired name and a firm conviction: science-backed formulas with zero sugar or artificial ingredients. What they needed was a way to make vitamins feel less like a chore and more like something families might actually look forward to. The studio’s strategy, “Unite families around the joy of living well,” became the compass for every decision. Rather than designing exclusively for parents or exclusively for children, Oliver Grace built a system that speaks to both simultaneously. “This core strategy line became the filter for every decision we made,” Creative Director Nick Lehrain explains. “To unite families around the joy of living well, we designed a brand that feels like something parents and kids can share.” The typography system reflects this dual-audience thinking. POUF, the headline typeface, brings personality and legibility in equal measure, with round, chewable letterforms that echo the custom logotype. It's playful without tipping into juvenile, and crucially, it animates with ease. “Balancing that, GT America Mono brings a rigid structure, creating extreme contrast with POUF for a bold and rebellious pairing to give the brand its cool-kid edge.” Anchoring the system is Aeonik, a sans serif that handles everything from long-form body text to tight interface design, ensuring the brand remains legible across packaging, e-commerce and digital touchpoints.