Baby food “Malutka”
Objective: to redesign the pack for baby food “Malutka”
keeping the recognizability of brand logo. To create a character, that would
excite tenderness and associations with “mummy’s little baby”. It was of a
great importance to visualize growth of a child. For stock keeping unit “1”
(0-6 months), “2” (6-12 months) and “3” (from 1 year).
Idea: A pack that grows up along
with a baby. Depending on age category all elements depicted on a pack change:
main character, numbers and even a small worm. Baby bear depicted on a baby
food pack for children under 6 months suckles a binky, on a pack for grown up
fidgets he goes on the swings, little worm turns into the butterfly and color
palette changes from quiet to gay colors.