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Bouncing with Pride

Bundling adorable charm with millennial values, we rebranded The Co-op’s baby care range, positioning it as a credible own-brand alternative and delivering design that breaks the norms of a category too attached to its comfort blanket.

Our Client Says…

“The range is absolutely spot on for what we wanted to achieve. It’s playful, cohesive, easy to navigate and encourages customers to consider a wider shop with us. The new design raises the bar and raises plenty smiles”.

Brooke Fletcher — Packaging Design Manager, Co-op

For the most part, baby care is a category that’s remained largely unchanged since most of us were in nappies. Research showed that we were addressing a millennial audience and so we chose to focus our strategy on the realities of being a parent; the joyful and the not-so-joyful moments that everyone can connect with.

The typical sanitised view of parenthood projected by both leading brands and own-label wasn’t going to cut it. With the help of illustrator Jim Field, famous for titles such as ‘The Lion inside’ and ‘Oi Dog’, we flouted typical category cues in favour of adorable animal characters with plenty appeal for both parent and child.

New packs say less but communicate more with a stripped back hierarchy and clever use of iconography.

The selection of stock vector images typically used for nappies didn’t deliver the excitement of Jim’s illustrations. We created our own patterns for nappies so that they feel as confident on bottoms as packs do on shelf.

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