“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.”’