Escola Missão Contente (Mission Continente School) is the education program carried by Continente (the main supermarket chain in Portugal) since 2016, with more than 70704 students, 5110 teachers and 655 schools involved who collectively run activities to help beat child obesity and promote awareness for healthy lifestyle.

In 2020 EMC mission was to fight for a healthy and consumption-conscious generation from Pre-School to the Sixth grade. Therefore they were looking for refresh their brand identity and reflect the new claim: "Missão Geração Saudável" .

Idea

Faz MOSSA has refreshed the EMC brand identity with a universal system that enhances the program’s happy spirit and provides a better experience for the schools, teachers and kids. The identity inverts the wordmark reading and introduces a set of new “characters” that help users more authentically relate with the program, since the age range can go through 4-12 years old, and streamlines the program’s signature use of illustration.

The system introduces a colorful visual language called “happy smile” that is inspired by the smiley face of the EMC logo. In the children's universe, a family of characters was born to enhance the emotional side. Like the use of emojis & stickers 🍊🍐🍒🍉🍍🥦🥕🌎🍎 on the apps and social media nowadays, we created simple, 2d flat, "user friendly" and infinitely expandable characters "user friendly" which can easily be animated too. Its aesthetic is fun and ageless, in order to serve the age range of the intended target.