China   |  2022

MUSE Design Awards Gold Winner

The baby meal that starts with a smile

Entrant Company

Ivie

Category

Packaging Design

Client's Name

Baobaochanle

Sub-Category

Rebrand

The Brief: Baobaochanle, a baby food brand, does not carry a consistent packaging identity and image throughout its product range. We were tasked to help revamp the brand’s packaging to deliver an outstanding visual language that is effective, appealing and communicates a consistent brand and product messaging. Our Strategy: After conducting a market analysis and brand audit, we realized that the brand had unique and compelling product information that was not being communicated to customers. The brand’s baby food products are made from fresh, natural ingredients, with zero preservatives/additives. The baby food is also prepared using an original recipe that delivers a natural taste and flavor. This information did not appear on existing packaging and we saw this as a lost opportunity to communicate the product’s key selling points to consumers. Using these findings, we conducted a survey amongst mothers, our key decision-makers and target consumers. Results of the survey showed that a natural taste and flavor were important factors in helping mothers decide which baby food to buy. The fact that Baobaochanle uses only wholesome and natural ingredients would give mothers peace-of-mind, allowing them to choose the brand for their babies confidently. Design Solution: Our design was inspired by Baobaochanle’s existing brand logo. The objective was to create a unique visual language that communicates a compelling brand story. To appeal to mothers, we incorporated elements that they considered to be important, namely the brand’s use of fresh and natural ingredients. This is communicated in a fun and friendly, yet modern design that uplifts the overall brand image in a way that is consistent across the entire product range. This has garnered positive comments from our target and helped revitalize the brand’s standing amongst competitors. What started as a packaging revamp has resulted in a refreshed brand image, making way for future opportunities in merchandising.

Credits

Managing Director
Malcolm Zhu
Strategy Director
Angela Tao
Group Creative Director
Ryan Kam
Creative Director
Cao Jun
Head of Copywriter
Benjamin Woo
Creative Group Head
Helen Ren
Senior Designer
Lila Zhang
3D Designer
Tony Xia
Business Development Director
Darren Wong
Studio Director
Lily Wu
Account Director
Hugh Shen
Account Executive
Claire Qin
Account Director
Keaven Huang
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