SWEET MAP

Developing the concept and game mechanics, creating the illustrations, and designing the game set and digital recipe booklet.

Create a Children’s Day promotion that would strengthen the audience’s connection with the brand and give people an extra reason to visit the store. I wanted the gift to offer more than a moment at checkout: it should become an activity children or families could enjoy at home.

Turn discovering desserts from around the world into a little journey across the map. Children learn where different treats come from by finding the right place for each one — then they can continue exploring in the kitchen.

I created an A5 map and an A6 sheet of stickers. The map features 16 countries, and the 16 stickers show desserts from around the world. Players match each dessert to its country and place the sticker on the map. The answers are included in the digital recipe booklet.

The map becomes something children can build themselves: they look closely, make their guesses, and then check their answers.

Each dessert comes with a recipe and a short story or legend about its origins. Nine of the recipes are based on family recipes shared by friends from different countries. I also included ingredient and kitchen equipment lists, with links to relevant products in the online store.

This gave families a way to continue the experience after completing the map: they could choose a recipe and try making it at home.

I took inspiration from children’s drawings and sketchbooks, using a soft colour palette, playful illustrations and handwritten lettering. I added small imperfections and a few intentionally reversed letters to make the game feel less formal and more like something made for children.

The map and stickers came in a small bag with a cardboard label, ready to hand out as a gift.

The game was given away with purchases of 1,000 RUB or more. This connected the gift to an in-store purchase and could encourage customers to add another item to their basket. The campaign also highlighted products likely to appeal to children, such as marshmallows, chocolate and nut butters.