BRAND REFRESH & PACKAGING
Modernizing to Resonate with New Parents.
Aveeno Baby, a leader in baby care, needed a modern refresh to strengthen relevance with new parents. The visual identity reflects the masterbrand equity, balancing science and nature. The new design highlights key benefits, including oat ingredients, sensitive skin focus, and expert recommendations. The update drove impact, improving purchase preference by 60 points and outperforming the old design across all 12 category attributes (Designalytics).
Concept Development, Packaging Design, Brand Identity & Logo, Illustration, Ecommerce, Cross-Functional Collaboration, Social Assets
Enhanced the baby logo, oat illustration, and endorsement seal within a clear label system to improve shopability and routine-building. Preserved key brand assets— color palette, heritage stripe, and iconic bottle— delivering a refresh that resonated with loyal consumers and attracted new parents.
Metrics
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60 points increase to improve consumer purchase preference vs previous design
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12 category attributes increased by average of 50 points
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30% post-consumer recycled plastic introduced; colormatched 6 colors across global suppliers
