Before & After: Wellements Baby
"The Wellements Baby line has a tried and true reputation for natural and effective remedies. In fact, their business has almost doubled in just the last 2 years thanks to a higher than ever demand for natural remedies. In early 2013, they were about to expand the line and saw an opportunity to improve packaging effectiveness. Flood Creative was asked to take on what became a delicate initiative."
'As designers, we knew immediately that we could help differentiate the expanding line of products and inject modernity. The functional part of the job was not difficult. What quickly occurred to us as parents, however, was that tried and true remedies are passed on from older parents to newer ones, so we wanted to make sure this line was still recognizable to the experienced moms. In other words, the visual equities were also very emotional equities.”'
- James Grant, Flood
"Flood’s goal was two fold: 1. move on the design in a way that would not lose important ‘brand ambassadors’ and 2. help those panicked parents who come to the shelf at 3am, often feeling helpless, quickly understand the benefits of this natural brand.
The solution was an updated illustration style that is now central to the design, adds warmth and yet is still simple vs. over-designed, which could dilute the products’ credibility. A new typeface was also crafted, making the product names easier to read and also adding a touch of innocence. And last but not least, we added the color-coding to help accommodate future products."
So far the results are extremely well received,
'We wanted to keep up with our customers demands and continue to provide these products, but also evolve and stay fresh and fun at the same time. We knew Flood was the perfect agency to make this new look happen and couldn't be happier with how it turned out. We've gotten nothing but positive feedback so far and in fact, the new packaging is usually the first thing people comment on when they see our products.'
- Tricia Tinney, Brand Manager.
Designed by Flood, New York