Sweety & Co.

Muupi: children’s nutrients should be playful, not painful. 

In a Brazilian market filled with generic, product-first brands and virtually no storytelling, our challenge was to create a visual and packaging world that felt playful for kids, credible for parents, and unmistakably distinct on shelf.

So we built an original universe rooted in expressiveness, an upbeat wordmark, one-of-a-kind characters, and saturated, contrasting color combinations that signal fun without sacrificing trust. The identity was designed with packaging as its foundation, the semicircle arc in the logo links directly to the geometric construction of the characters, and enables standout layouts both horizontally and vertically.

The characters are the protagonists of the system, inspired by the spontaneous way children draw, unexpected shapes, bold outlines, and quirky proportions that create a contemporary, joyful language. Each character subtly nods to a product benefit, turning every SKU into a personality. The packaging becomes an object to play with, collect, and enjoy, easing resistance to supplementation and fostering emotional connection. Color plays a central role in storytelling, a vibrant and flexible palette designed to attract kids while giving parents clarity. 

This playfulness is balanced by a minimalist information structure, ensuring hierarchy and pharmaceutical-grade clarity. Every structural choice was crafted to enchant. The gummy bottles feature a playful, organically shaped cap inspired by the brand’s geometric universe, glossy, tactile, and full of personality. Their transparent body elevates aesthetics while allowing parents to visually track usage. The droppers mirror this logic, pairing colored caps with matching logotype details and arriving inside cylindrical canisters where the characters shine, reinforcing the narrative from unboxing to daily routine.

In the end, Muupi proves that when packaging sparks joy, every dose becomes a moment of play.