BRIEF
Combine great research and visionary design to re-imagine SMA for the future. Conduct research to uncover and explore the trends that could affect the SMA baby milk formula brand within the next 20 years. Allow research to lead the design and creatively re-imagine SMA’s packaging plus one other touch point (identity, advertising, digital ect).
KEY RESEARCH
By 2020, usually both the man and woman in a family will be in the workforce. Both housewives and househusbands will be rare.
TimesWorld: Gender Equality Future
In 2030 we may see increasing numbers of younger people forced to live on at home with their parents or aunts, uncles
or grandparents.
Which?: Trends and Predictions for 2030, UK
Brands must be seen as trustworthy, reliable, comfortable and reassuring at every brand touch point.
Fitch: Super Market of the Future
Consumers are prepared to pay a premium for services that save them time or hassle.
Fitch: Super Market of the Future
CONCEPT
Research dictated that family, trust and convenience summarises what is important for the SMA brand. The new hypothesis for SMA is proudly printed on all the packaging.
"Trusted for generations, by generations."
Before:
After:
FIRST INFANT MILK
1. Large Carton of Pre-made, 1L
2. Small Convenience Carton of Pre-made, 250g
3. Large Powdered Cubes Formula, 900g
4. Refillable Powdered Cubes Box, 150g
CONVENIENT PACKAGING
The majority of retailers that stock SMA do not stock the reusable teats to attach onto 250g pre-made cartons.
For convenience, the new product will have a sterilised teat pre-installed into the packaging with a lid which covers it and keeps
it sanitary.
Both the powdered formulas have compressed powdered cubes for ease of use. The refillable, convenience box is best for on the go. It is small and light, contains enough cubes for a full day and is sold in convenience stores and petrol stations.
The venn diagram on the packaging expresses family, community and connection, and also becomes and integral part of the design through both product ranges.
COPY FEATURED ON ALL PRODUCTS
It’s no surprise that with 110 years experience SMA has gained much trust from parents, grandparents, brothers, sisters and careers. We consider you part of our family, as you have the same belief that baby is always the heart of the family. Our goal has always been to develop the nutrition to help babies grow healthy and strong, and we’re here for you through the journey. Our expert SMA family careline know what you’re going through. So whatever advice, support or help you need, call us.
FAMILY COW’S MILK
5. Large Family Cow’s Milk, 1L
6. Small Family Cow’s Milk, 250g
NO-MORE FOLLOW-ON
After interviewing parents who use formula, the general consensus was that follow-on is that is not necessary as most infants can safely go straight onto cows milk after six months.
Parents are not naïve to the fact follow-on is a marketing ploy to enable companies to advertise they product (advertising first milk is banned in the UK), so to gain further brand trust SMA will abolish the product from the range and replace follow-on with cartons of specially produced cow’s milk that infants and all members of the family can enjoy together.
COPY ON CARTON ABOUT SMA COW'S MILK
Our cow’s milk is produced on farms exclusively for SMA by healthy, British cows that are wellnurtured.
This means our milk is of the highest standard for you and your family. It is recommended you introduce cow’s milk to your baby’s diet after 12 months. Once your baby is ready to digest it, our milk becomes an important source of calcium and vitamin E, which builds strong bones and teeth. What’s great is the whole family can enjoy and share SMA Family Cow’s Milk, and our small cartons are perfect for an on the go refreshment.
ANIMATION
Storyboard of an animation that could be used in TV advertising, online or in print advertising (see example).
The animation includes all the key elements of the brand and summarises SMA’s focus on trust, unity and family.
FINISHING TOUCHES
Across all the packaging, the venn diagaram within the design is spot varnished to highlight the SMA brand values: connection, community and family.
