Reach new target groups
The market for baby food is limited. To tap new sales potential, HiPP wanted to expand its range to include products for children up to age 3. A new range was to appeal to mothers and children at the same time. While mothers are reached via trust in the brand and superior product quality, children are to be taught fun. The new range comprises around 70 products, including fruit and muesli bars, squeeze pouches, ice cream desserts, organic drinks, and bowl menus with pasta dishes and children’s plates.
To give mothers a sense of security, the addition “Organic for children” was introduced alongside the familiar brand signals. For children, we have developed a world of loving illustrations in which animals playfully explain the products. Lively ingredient illustrations and striking variety colors complete the positive, cheerful character of the range.
Brand strategy | Packaging design | Illustration | Production consulting | Final artwork