The folks at Cipla wanted to launch a range of baby care products.
Mamaxpert, a trusted and well received brand for pregnant women seemed like a great way through which to introduce the new baby care range. Having already established a relationship with expecting mothers, the hope was to extend the length of consumer engagement with the brand by offering products for her baby.
Keeping the ‘Caregiver’ persona at the heart of our design thinking, we created a set of endearing, illustrations that focused on the baby’s daily activities. An active child is what every mother feels blessed to have. Our objective was to present a child in their most playful mood ranging from blowing bubbles in the bath, exploring the world around, playing with toys or reaching out for intriguing things around them.
Mamaxpert has strong colour equity that we leveraged in the packaging design. Using the white and purple brand colours, we created an unified architecture across various packaging formats.
The colour system connects with the mother brand and brings together two essential aspects – Cipla Pharma cred through use of white and gentle, empathetic care through purple.
A choice of bright accent colours establish variants and create easy differentiation between products.
We chose a roundhand typeface with a childlike handwritten quality to connote honesty and authenticity.