The Brief
Il Cucchiaio d’Argento, the major Italian cookbook and kitchen reference work originally published in 1950 by Editoriale Domus, challenged Pink Salt with an exciting project to develop a protagonist of the new Il Cucchiaino d’Argento edu-gastronomic column with a goal of raising engagement of a young audience (from 3 to 11 years old) and to teach kids and parents cook together. Our task was to design a character suitable for different social platforms and ways of promotion. The objective is to create long term storytelling represented by a kids-friendly mascot; the final image must be adjustable with a possibility to use it through an editorial plan designed to entertain Instagram users like a TV show as well as for variety of different proposes, such as cooking tutorials, social media campaigns, collaboration with other brands, etc.
