After examining direct competitors, we found that the brand could own its unique ground by being friendly, playful, understanding, expert.
The first step was choosing the main colour for the restyling: the new blue tone is very distinctive and makes the product visible on the shelves while still conveying a feel of reliability.
On the blue background, the cartoon character of the logo has been expanded to add a simple sense of playfulness, along with a very straightforward layout.
Some joyful icons talk directly to the consumer and convey the expertise of the brand by illustrating the product benefits, the materials used and the Italian-based production. The illustrations on baby bottles have been especially created and are inspired by famous tales to make children happy and state once more the playful attitude of the new positioning.