Creative Agency: Biles Hendry
Project Type: Produced, Commercial Work
Packaging Content: Toddler bath products
Toddler bath products, that are natural, gentle, easy-to- use and feature an octopus… now that’s handy!
Paul Lindley, the man behind Ella’s Kitchen, launched his range of bath products for young kids in 2015. Named after his son, Paddy’s Bathroom consists of five products designed specifically for the early years.
The original design borrowed heavily on the Ella’s Kitchen design language but didn’t observe kids’ bath category codes or allow this brand ‘to stand on its own two feet’. Biles Hendry was asked to redesign the packs to elevate their natural and gentle positioning, whilst firmly placing them in kids bathing and creating a stand-alone brand.
Young children are fascinated by the weird and wonderful animals that can be found in water, which gave rise to the inclusion of illustrations of a playful, bubbly, bathing octopus. While the baby tier creates some clear on-shelf differentiation by featuring a turtle .
Biles Hendry have kept the designs soft, gentle and honest and used category visual language to provide consumer reassurance that the products will be kind to their young ones’ skin. The overall delivery majors on seeing the world through the eyes of a child, with child-like lettering and drawings, creating a visual sense of fun that is familiar and appealing to little ones.
The logo has also been designed to be soft, playful and ownable, consisting of child-like writing surrounded by bubbles, with a hidden ‘treat’. Creative Director Anthony Biles commented: ‘two of the bubbles resemble a parent and child smiling happily cheek to cheek - after all, kids’ bath time is a fun happy together time!’
The range redesign can be seen in stores from January.