Wellness made
Wonderful
When KOA Kids came to Oliver Grace, they had a koala-inspired name and a clear mission: to create science-backed kids’ vitamins with no sugar or artificial ingredients.
But in one of Australia’s most crowded categories, where heritage brands and hungry newcomers fight for attention, KOA Kids faced two big hurdles:
• Parents overwhelmed by choice and sceptical of marketing spin.
• Kids who resisted vitamins altogether.
They needed a strategic partner to help them build a brand and packaging system that broke through. To succeed, KOA Kids would have to earn parents’ trust and spark kids’ excitement – without leaning on sugar for appeal.
The opportunity
For years, vitamins were a chore. We saw a chance to rewrite that story – creating a ritual kids actually look forward to. Not with sugar or gimmicks, but through a design-led experience that speaks to both parent and child.
The strategy
Our strategy began with defining KOA Kids’ guiding purpose: “Unite families around the joy of living well.” This wasn’t just a warm and fuzzy concept – it became the lens for every decision we made. Every touchpoint, from brand messaging to product design and packaging, was carefully crafted to deliver that experience.
The result? KOA Kids is the vitamin that unites purity, efficacy, and joy – helping families stay healthy and happy through the power of thoughtful design.
“From our first conversation, we knew Oliver Grace brought serious creative and strategic firepower. They didn’t start with a fixed answer. They immersed themselves in our world, researching the category, understanding our customers, and unlocking what sets us apart. They built on our vision until it became something bigger (and more colourful!) than we imagined. The brand feels like pure joy and amplifies everything we poured into the product.”
The impact
In the past, parents had to push vitamins. Now, kids are clamouring for them. KOA Kids is a vita-win-win.
Collaborators
AlphaWhale
Loft Social
