Statement
Instant visibility is ensured by our flexible and adaptable design concept for the Holle baby food kids range. The design is bold and modern, making it suitable for various packaging shapes and products. Key elements that evolve with the product, such as organically shaped color areas and vibrant animal characters, are featured across all packages. However, each product group has its own unique twist tailored to its target age group. The ingredients are showcased in a fresh and sophisticated way while remaining playful and engaging, incorporating cheeky elements that appeal to both younger and older children.
Idea
We developed the design concept based on a representative survey, which resulted in the goals of enhancing visibility and capturing attention. Several challenges had to be addressed: The new look needed to be applicable to various products for children of different ages, fulfill parents’ preferences for appealing design and organic quality and also convey key information at first glance. At the same time, it had to resonate to children, align with the brand’s corporate identity and stand out from competitors.
Shape
Cheeky animals and organically shaped color areas can be found on all the packaging. For the younger children’s products, both the animals and color areas are more subdued. As the products cater to older children, the animals become more dynamic, mirroring the kids’ growth. They interact with ingredients, are portrayed as superfood superheroes or simply as sketched drawings to spark creativity. The animals on the Smoothie Drops for slightly older kids take it one step further: making eye contact from the shelf to engage shoppers.
Function
Healthy eating can be visually appealing: these products are perfect for lunch boxes at daycare centers and schools. With wholesome organic ingredients and no added sugar or preservatives, they marry the concept of ‘healthy’ with a colorful, modern design, making it easier for parents to choose nutritious options for their kids. As children become more curious about what goes into their lunchboxes, they pay close attention to their own snacks and those of their peers.
Differentiation
With our clear-cut new design, the products stand out in the impulse-driven snack market: they have a strong presence as well as high visibility on the shelf. Their eye-catching appearance reflects the high-quality ingredients within. Creative product names further enhance the appeal. Bright colors, playful animals, and easy-to-read text contrasts with ample white space, preventing the packaging from being perceived as cluttered or overly childish. This design resonates with both parents and children alike.
Sustainability
Our packaging design lovingly incorporates the brand’s values, such as exceptional organic quality and a short list of carefully selected premium ingredients. This approach makes these values tangible for our target audience of young families. Given their focus on nutrition and organic food, this group responds well to child-friendly, straightforward messaging. The design creates an emotional connection in a playful manner, conveying the purity and naturalness of the products. This approach helps build trust in sustainable products from the very beginning.
