This Range of Baby Care Comes With a Clean Yet Adorable Look

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Portuguese agency FUEL Lisboa designed this clean yet modern packaging for Well’s Pharmacy’s line of baby care products.

“Well’s, a Portuguese parapharmacy with stores all over Portugal, decided to launch a baby care private label capable of emphasising the brand’s positioning as an expert, with good quality products at a lower price range. Focusing on the emotional nature of this brand, the visual work developed for Baby Well’s features a set of joyful animal characters, with proper birth names and personalities. These delicate illustrations, created specially for Baby Well’s and its storytelling, managed to increase the brand’s visual equity and make the brand more human, inspiring feelings of tenderness and protection.”

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“When Well’s presented us their brief, we knew we were facing a massive challenge, given the number of baby care brands that already have a guaranteed space both in the shelves of Well’s stores and in the heart of Portuguese parents. This new line of products had to convey an image of credibility as well as tenderness in order to call the attention of consumers and make them trust and buy the products.”

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“We started by creating a graphic identity that is clearly human in order to underline the emotional nature of a brand which needs to transmit comfort and security feelings. To achieve this, we created a family of animal characters, with names and personalities that match the categories of the brand’s products. Very delicate and love inspiring, these illustrations were created specially for Baby Well’s and its storytelling, helping to make it a visually stronger but emotional and relatable brand.”

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Designed By: FUEL Lisboa
Creative Director: Pedro Vilar
Design & Illustration: Pedro Almeida
Copywriter: Maria Caeiro
Motion Graphics: Tiago Soares / Miguel Gil Marques
Client Service Director: Pedro Santana
Project Manager: Liliana Neto
Location: Lisbon, Portugal