Audience Discovery

Busy professionals, both working individuals and couples

Household income of 80K

On average, they purchase 7-8 items for a total of about $50 per visit.

They value savings but don’t want to sacrifice quality

CUstomer Persona

Demographics

Age: 34

Occupation: Single parent and part-time retail worker

Location: Minneapolis, MN

Family: Two kids, ages 6 and 9

Lifestyle: Juggles work, childcare, and budgeting every week

Shopping Habits: Relies on pantry programs and local food banks to supplement groceries

Goals & Motivations

Wants to give her kids a sense of normalcy and dignity when accessing donated food

Looks for pantry items that feel like they belong on a real grocery store shelf—not leftover or “charity-branded”

Believes visual cues like color and friendly packaging make a big difference in how kids perceive meals

Values clarity, joy, and ease when picking out items with her kids

Aesthetic Preferences

Bright, bold packaging makes her kids light up

Appreciates designs that feel happy but not childish, organized but not clinical

Drawn to friendly illustrations, big type, color-coding, and clear visual hierarchy

Loves when her kids feel excited to pick items from the shelf—like they’re shopping, not “receiving help”

Why This Design Speaks to Olivia

The Happy Pantry brand reframes donated food as something joyful and empowering

Its cheerful packaging and friendly labels make the pantry experience feel more like a store—and less like a struggle

Her kids are excited to choose items with animals, bright colors, or playful names—helping them feel included

For Olivia, the design restores dignity and choice in a system that often overlooks those things