- Brand Strategy
- Packaging
- Rollout, Print & Production
Karicare is an established infant milk formula brand in Australia and New Zealand where it is the clear market leader.
The importance of packaging
The marketing and communication of infant formula brands is strongly regulated by the WHO code. Added to this is the fact that Mum's often enter the category involuntarily and with little knowledge about the choices before them. This combination meant that we had to make the packaging do most of the talking and provide the mums with the 'reassurance of expertise'.
More appealing to mums
The new design is able to give this reassurance and convey the nutritional benefits that sets Karicare apart from the competition by using a clear and simple design framework. It brings the whole portfolio together and makes products easier to navigate. The modern and premium look makes it more relevant and engaging to the modern mum.
