Fresh Kids
Project Context
The Fresh Junior collection faced the challenge of visual anachronism and a lack of clear emotional distinction. The use of generic, 3D-rendered characters (bears, penguins, jungle animals) relied on an early-2000s aesthetic that no longer resonates with the sensibilities and values of modern parenting. A dominant, aggressive legacy logo, combined with an unclear information hierarchy, overwhelmed the packaging and degraded the perceived quality of the product itself. Instead of a cohesive whole, the range felt like a set of fragmented products lacking a common visual thread to connect wet wipes, paper tissues and potential new categories into a powerful brand entity. Our goal was to create the Fresh Kids sub-brand, a brand that builds its own world, earns parents’ trust and brings joy and a sense of closeness to children
Solution
We began the transformation by introducing a core concept we named “Happyworld.” We made a radical departure from outdated forms toward a modern, “flat” illustration style. The characters (lion, bunny, sloth, giraffe, elephant, llama) now have a soul, their expressions are minimal, warm and friendly, directly communicating the brand’s Caregiver archetype.
New Fresh Kids logo is positioned as a discreet yet powerful guarantor of quality, allowing the illustration to dominate and build an emotional connection. We replaced bulky, sharp text blocks with a subtle, handwritten Happyworld logotype, achieving the necessary gentleness.
For the wet wipes line, we introduced a palette of sophisticated pastel tones, from powder pink and soft blue to mellow yellow, projecting a sense of serenity and premium care. The background color interacts directly with the character illustration through controlled contrast. While the pastel base serves as a clean foundation evoking hygiene, the character’s dynamics and color become the focal point of the packaging. In this way, we established a visual dialogue with the youngest users. Here, the character is not a passive illustration but a participant that engages the child’s attention and builds brand loyalty from an early age.
Regarding the paper tissues line, we made a clear break from the old concept of random motifs. The new solution introduces a system where every pack gets its own “hero”, an authentic illustration that dominates the format. These visual anchors are boldly framed to fill the surface, ensuring that even the smallest product in the line has a strong visual impact.
We followed our strategic recommendation to introduce wet toilet paper with a design that maintains the same illustrative style but utilizes a more intense color palette and new characters (elephant and llama). This ensures the product stands out visually and communicates its specific function within the Happyworld universe.
Special focus was placed on adapting the design across various formats, from compact pocket editions to bulk multipacks. We treated every SKU as part of a larger story, achieving an absolute systemic unity that the previous solution completely ignored.
Results
The repositioning of the Fresh Kids line through the Happyworld concept transformed a basic hygiene product into an authentic sub-brand. The new visual identity brought Fresh closer to modern parents and moved the entire line toward a higher market segment.
The strategic introduction of wet toilet paper completed the portfolio and strengthened the brand’s role within the child hygiene and care category. The final result is a visually harmonized and commercially powerful collection that instills trust in parents and builds a close bond with the youngest users.
