Portuguese agency FUEL Lisboa designed this clean yet modern packaging for Well’s Pharmacy’s line of baby care products.

“Well’s, a Portuguese parapharmacy with stores all over Portugal, decided to launch a baby care private label capable of emphasising the brand’s positioning as an expert, with good quality products at a lower price range. Focusing on the emotional nature of this brand, the visual work developed for Baby Well’s features a set of joyful animal characters, with proper birth names and personalities. These delicate illustrations, created specially for Baby Well’s and its storytelling, managed to increase the brand’s visual equity and make the brand more human, inspiring feelings of tenderness and protection.”

“When Well’s presented us their brief, we knew we were facing a massive challenge, given the number of baby care brands that already have a guaranteed space both in the shelves of Well’s stores and in the heart of Portuguese parents. This new line of products had to convey an image of credibility as well as tenderness in order to call the attention of consumers and make them trust and buy the products.”