Campaign to promote healthier lunchboxes


Research has found that the majority of packed lunches eaten in English primary schools were not meeting nutritional standards. To help parents create healthier, simpler, affordable lunchboxes, Veg Power teamed up with DreamWorks Animation to create a Kung Fu Panda: Dragon Knight lunchbox guide and weekly planner. My role was to develop a style for the toolkit that would fit with the branding for the franchise and design a series of campaign resources.


Veg Power x Dreamworks' Kung Fu Panda


Art Direction
Print Design
Web Graphics


Adobe Photoshop
Adobe Illustrator
Adobe InDesign


Project brief


Veg Power is a not-for-profit nationwide alliance with a mission to inspire and support kids to eat more veggies. As part of their new ‘Simply Veg’ campaign, they teamed up with DreamWorks to create a lunchbox toolkit with tips from top experts featuring characters from the new Netflix series, Kung Fu Panda: The Dragon Knight, to get kids excited about a healthier lunchbox.


Research found that fewer than 2 in every 100 packed lunches eaten in English primary schools met nutritional standards, and just 1 in 5 had any vegetables or salad included. This Kung Fu Panda collaboration was designed to:

  • help parents & carers create healthier, simpler, affordable lunchboxes
  • encourage children to accept healthier lunchboxes
  • provide support during these challenging economic times. 


With expert content provided by the Veg Power team including nutritionists and food specialists, and the use of brand assets supplied by DreamWorks, I was employed to develop a style for the toolkit that would fit with the branding for the franchise. All designs were subject to DreamWorks' approval.

  • Double-sided A3 wall chart to fold into A5 booklet, distributed in both a digital and print format
  • A4 printable lunchbox planner
  • graphics for social media toolkit

Lunchbox Guide

The main resource of the campaign is an A5 booklet which folds out to an A3 wall chart with 4 sections on the reverse. The sections included:

  • front cover featuring characters from Kung Fu Panda: A Dragon Knight
  • back cover outlining the competition to win a TV bundle
  • top tips to encourage kids to eat vegetables
  • nutrition advice and how-to guide

Wall Chart

The wall chart makes suggestions to help children, and their parents or carers, choose five key components which make up a healthy lunchbox.

Lunchbox Planner

The weekly lunchbox planner is downloadable and designed to be printed at home. 


Icon Design

A set of icons represent the 5 recommended components - main, fruit, snack, vegetable & water.


Social media graphics

A series of digital assets were needed to promote the campaign on the Veg Power website and across a range of social media accounts including Instagram, facebook and Twitter.



To test and evaluate the effectiveness of this campaign Veg Power placed the resources with 2,000 children across 20 primary schools in Scotland, Northern Ireland and England in January and February 2023. Parents were asked to complete an online survey. A total of 112 responses were received, enough to give a clear indication of the effectiveness of the resources.


We're very pleased with the work Jon has done for us. Excellent quality design, reliable and a pleasure to work with.

We look forward to working with him again.

Highly recommended.


Dan Parker
Chief Executive at Veg Power