Project Overview / My Role
Extend growing product line within existing brand guidelines
Increase brand awareness with consistent logo usage and packaging guidelines
Create a system for growing product line
Branding consistency
4moms already had great brand awareness in the baby gear category, known for it’s bold colorful packaging and stark black & white branding. My role as packaging designer was to extend the existing brand to a growing product line.
First I updated the packaging template to use the iconic black and white logo on the front of the package. This switch increased brand recognition and allowed for better readability on different backgrounds.
Extending product line
The company had plans to release 7 new products in 2 years. With the current branding relying so heavily on color, it was important to consider how best to apply color to these new products.
Two main ideas were explored and considered. The first looked at having a new color for each product and the other was to reuse existing colors.
Option 1 - using new colors for new product launches:
Option 2 - expand existing color palette to a limited set and reuse colors:
It was very apparent that using a new color for each product didn’t scale well for a growing brand and the jewel tone colors were a defining part of the brand strategy so coming up with logic for using existing color was established.
Color consideration and guidelines
Guidelines needed to be established and different considerations of how color was used were explored.
First, using different colors within a product category were essential in order to differentiate the options and the help correspond accessories in store and on the web:
New products were featured on the website, social media and in-store displays, so made sure to stagger the colors based on launch order:
A final round of color exploration using considerations above explored:
Final designs
Final colors were chosen and applied to packaging mock ups:
Accessory Packaging
The next step was to apply to the corresponding accessory packaging by updating the branding and using similar layout and imaging as parent packaging.
