The client wished to launch a new range of baby foods as sub-brand to their main line. The key differentiator for most products was the inclusion of DNA (Omega-3). The goal was to create traction in the competitive baby foods market – when it comes to babies, Mom's are very reluctant to try new brands.

We felt that a sea of faces looking at mothers from the shelves would be sure to attract attention. However, we were reluctant to use images of (other people's) babies as, for mothers, there is a disjoint when the baby is not their own. The solution was to use illustrations of animals done in a naive child-friendly style.

Where possible, the packs have cut-out puppets on the back so that moms could play with their kids and engage them directly with the product.

The brand has received some traction in Australia, being stocked by one of the two major supermarket brand country-wide, with little direct marketing support. There have also been sales into Vietnam and positive interest from other South-East Asian countries.