Visual identity, package design
FIRST STEPS ON A NEW MARKET
Heinz debuted in the baby formula category with a new product called Infanta whose design and visual identity were developed by Mildberry.
It is by no means easy to break onto the baby formula market since government control is quite stringent, there is an abundance of standards and licenses one must meet and obtain. Producers must undergo an incredible amount of preparatory work. This fact made the task facing those creating the package and the whole system of visual identity for the new product just that much more crucial.
When developing the new brand’s visual language it was necessary to take into consideration both the market competitors and the preferences of Russian consumers. It was important to strike an optimal balance between having a truly unique package, innovative product and preserving the traditional features of the category.
Heinz products’ reputation helped significantly when creating the new brand; therefore it was important to maintain and strengthen the image of the brand as being an expert in children’s nutrition, to emphasize its expertise, reliability and premium-quality, to communicate the fact that the Heinz Infanta baby formula is the best choice for a child.
The Mildberry team found the most effective approach for solving this task: a package, which is both unique, and in-line with industry traditions was created. Infanta stands out amongst its competitors; however it clearly indicates its purpose as being a premium baby formula.