Fresh Baby
Project Context
Following a thorough Brand Audit, portfolio analysis, repositioning strategy and a new brand architecture conducted for the client, the process needed to be finalized with a complete packaging redesign. The primary task involved the redesign of Fresh Baby wet wipes, which hold a dominant market share in Serbia.
As consumers were deeply accustomed to the existing visual identity of these wipes, the challenge was to execute a visual evolution while preserving brand recognition. The objective was to elevate the product’s perceived quality through a design that radiates reliability and care.
Solution
Building on the new brand architecture, we streamlined the visual communication to eliminate the cognitive load of the previous packaging design. Where loud typography and scattered information once competed for the customer’s attention, a clear visual hierarchy now dominates.
Primary: The redesigned Fresh Baby logo now consistently occupies the upper-left corner of the packaging.
Secondary: Product variants (Aloe Vera, Chamomile, Aqua Pure, etc.) are set in softer, modern typefaces, achieving the necessary gentleness in communication.
Tertiary: Key benefits, such as “99% water,” were distilled into clean, circular pictograms that provide quick quality assurance without visual clutter.
The recognizable Teddy Bear illustration was retained as the core of the identity and the central character. By scaling down the illustration and harmonizing its colors with the specific fragrance notes and ingredients, we achieved visual harmony across the entire product line.
The main shift in art direction was the transition to a minimalist approach and visual purification. We removed unnecessary shadows, gradients and heavy colors that previously “muddied” the design and created visual noise.
We introduced a concept of dominant white space that allows the packaging to “breathe,” subconsciously creating a sense of purity and reliability for parents. Simultaneously, this focus on white space contributes to a premium effect across the design.
Results
The result is a transition to a “Modern Parenting” aesthetic. The brand now appears more contemporary and sophisticated while preserving the recognition of the previous identity and the teddy bear illustration as a key design element. Fresh Baby wet wipes now form a cohesive and market-strong collection that provides parents with a sense of security while creating a warm and close bond with the youngest users.
