What was the design challenge?
Superunie introduced a new total concept for babies and toddlers under the Bonbébé banner. The food range already consisted of food products such as meal pots, fruit juices and thick juice, and was expanded to include non-food products such as diapers, baby wipes and other care products (the former Superunie house brand Bumblies).
With the expansion of Bonbébé’s assortment, Superunie also wanted to change the packaging design of the products. My challenge was to provide the complete redesign with its own unique look that could compete with major A-Brands. I designed a brand new brand identity and a revolutionary packaging design. And developed a total of 97 packages together with my team.
With the expansion of the assortment, Bonbébé is now the most complete baby brand in the supermarket. Bonbébé includes partly organic products and much less plastic is used for the packaging than before.
The new Bonbébé brand identity depicts a world that invites parents to explore with their child and challenges them to learn together. After all, growing up is something you do together.
The packaging playfully links the products to a child’s experiences and interests.
We all know: here comes the airplane, open your mouth....
In nutrition, interaction between parent and child is important. This is translated into a food packaging line where different vehicles present the new flavors in a playful way. The world of care products requires a different challenge. Here animal friends on the packaging help children and their parents. For example, Frits the dachshund and Simba the cat help you clean your teeth.
After all, growing up is something you do together!