Aveeno Kids Launch
Brand Positioning • Brand Strategy • Packaging Design • Character Development & Illustrations • Photography Direction • Brand Guidelines • Activation Toolkit • Social Media • Ecommerce
Designed for Kids
Led design & launch of Aveeno Kids, bridging the consumer gap (Aveeno Baby >> Aveeno Kids >> Aveeno), expanding category growth, and increasing brand reach to more consumers. Team included a designer, brand strategist, copy writer, and freelance illustrator— developed packaging, illustrations, brand guidelines and toolkit for activations across channels.
To compliment the product lineup, we created characters and developed their stories to connect emotionally with kids and bring the brand activation to life.
Key Insight
Parents need product solutions that are formulated for kids' hair and skin. The key insight is that parents either keep kids with baby products for too long or move them too quickly to adult products that can be too harsh. Yet, skin issues show up 2-5x more for kids 7-11.
A Winning Design
Multiple evolutionary to revolutionary concepts were thoroughly explored and tested with consumers. The final design ultimately evolved from the winning superhero concept that best resonated not only with parents but also with their children. This carefully considered approach ensured that the end product would appeal to both demographics effectively.
Character Development
Aveeno® believes sensitive skin is a superpower. Naturally, we developed superhero characters and interviewed kids and their parents to select the animal types.
Following an archetype framework, each character was created to have their unique strengths, comfort zones, and ways to deal with moments of insecurity. Representing the reality that all kids are complex and they are all extraordinarily unique.
The Care Crew!
Introducing, the Aveeno® Kids Care Crew— a superhero squad here to help kids discover why being true to themselves is such an amazing thing!
Each character’s story prepares kids for their autonomous self-care adventures.
Creative Team
Creative Director: Paul Owen
Design Manager: Melinda Brechbuehler
Designer: Carly Hayes
Illustrator: Tais Lamos
Insights & Strategy: Jonathan Finer, Tanya Gustafson
Copywriting: Tanya Gustafson, Danilo Romeiro
Activation Strategy: Danilo Romeiro
Project Management: Corbin Cones
Solutions: Pablo Ulpiano
Packaging Production: Michael Scelza, Gery Garcia