Challenge:
To create a packaging design for a line of baby’s dairy products.
Idea/Solution:
It was important to communicate in design that the line is targeted at children of very young age, from 6 months old. That is why we decided to create an attractive brand character that would reflect the brand’s name. In collaboration with the client the character was created — an attractive cow named Nasha Masha. More than 20 sketches were made before the final outlook of the character was established. We decided to use pastel shades of pink and blue to make sure that the product fits in the baby food category. The logo uses soft, plush fonts with round corners, which creates a sense of gentle care. Moreover, the design is filled with elements, that help perception: children’s bottles, plush teddy bears, rattle toys. The dotted pattern added to the design represents the children’s diaper.
Result:
The new baby food design is very attractive and appealing due to its tenderness. The new brand quickly achieved a leading position among its competition in Sverdlovsk area due to the outstanding design and high quality of the product. According to Nielsen report, at the beginning of 2015 the brand took a position among the five leading children’s dairy producers in Russia.
Team:
Creative Director - Artem Shutov
Art Director - Evgeniy Kalashnikov
Designer - Olga Mosina
Account Manager - Julia Bakulina
Client:
Dairy Company «Molochnyi Kit»
