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Challenge – To differentiate the brand from both its large international competitors as well as smaller local brands whilst still communicating the natural origin of the products. / Result – A playful yet clean Scandinavian manner was applied on the packaging to appeal to aware parents with young children. The pattern of avocado leaves reappears throughout the Estelle & Thild profile, not only on the packages, as avocado oil is one of the most frequently used ingredients in the range. The pattern also symbolizes the natural origin of the products. The products are differentiated from each other by the mild pastel colours, often associated with children’s products. Visually the product range stands out among its competitors.