Creative Agency: Asprey Creative
Creative Director: Glen Crawforth
Designer: Evelyn Caceres
Project Type: Produced, Commercial Work
Client: Bubs Organic
Location: Melbourne, Australia
Packaging Contents: Infant food
Packaging Substrate / Materials: Plastic
Printing Process: Gravure
Infant food brands need to build a special relationship with their customers. Brand choice in store is a far more intimate and emotional consideration than it is in many other categories, for obvious reasons.
We repositioned the Bubs brand by identifying their role as a trusted friend and bringing this to life on their packaging and all other brand touchpoints. The empathy, fun and engagement we have instilled into how Bubs talks to their customers allows them to grow their brand, based on a solid foundation of trust.
Not wanting to throw the baby out with the bath water, we’ve used an existing brand element, the smile, to express this new, dynamic positioning in a fun, bold way.