Fresh Baby
Project Context
As one of the best-selling wet wipe brands in the Serbian market, Fresh Baby required a visual evolution rather than a radical overhaul. The focus was on modernizing the design and elevating the perception of quality while maintaining the brand recognition consumers have relied on for years. Given its position as a market leader, every visual step had to be controlled and deliberate to preserve the continuity of consumer trust.
Solution
The Fresh logo was transformed from an unstable, slanted form into a solid, upright typeface. By introducing a dark blue oval, the mark gained the character of a “seal” that frames the brand and instills confidence. By integrating the “baby” lettering directly into this frame, the new Fresh Baby logo was created as a compact and clean graphic unit.
The information hierarchy was reorganized by discarding the bulky “bubble” fonts that unnecessarily emphasized the category name (Wet Wipes). This text was moved to the background, shifting the emphasis to the variant names (Chamomile, Soft Cream, Sensitive) set in refined typography. The functional seals “Extra soft” and “Easy open” were redesigned into minimalist pictograms that subtly confirm quality and complement the new design direction.
The previous solution used photography that had lost its natural feel due to over-emphasized filters and high contrast. We introduced a new art direction that focuses on a close-up of the bond between mother and baby and their authentic emotion.
Instead of purple, we chose a light “baby blue” for the Soft Cream variant, evoking purity and tenderness. Additionally, we proposed a portfolio expansion to the client by introducing a Sensitive variant in a pastel “baby pink.” This color-coded approach helps parents intuitively identify the product they need.
Results
The Fresh Baby line received a modern and clean design. The brand has maintained its recognition, with the focus now shifted toward emotion and quality. This refreshed the appearance of a product that remains a frequent consumer choice in everyday use.
