Eath's Best, Baby Wipes Use Characters On Its Packaging To Represent The Products Within
by Chloe Gordon on 03/29/2022 | 4 Minute Read
Earth's Best packaging, designed by Caparo, implements quirky animal illustrations into the design representative of the product within. For example, on the Bamboo-fiber wipes, there's an adorable hanging from bamboo. Each product tells a story, and the characters and colors effortlessly work together to make an approachable and playful packaging system. Baby wipes have never been more delightful.
Erath's Best is one of the top organic baby food brands in the US with a portfolio expanding in body care and hygiene products. The look & feel of the packaging lines of the brand has some vintage and iconic elements (such as the widely recognizable Earth's Best logotype).
Yet, their design seems a bit out of date in recent years. In this rather competitive landscape with many start-up brands popping up and new products constantly being introduced in the market, Earth's Best decides to launch a new line of baby wipes without chemicals, emphasizing natural materials. Being aware of the need for a "hard refresh," the client commissioned us to create a modern packaging design differentiated from EB's current look & feel. This re-design / product launch's desired outcome was double: Initially, it should create an impactful identity able to turn heads and make a difference.
On a second level, the benefit would hopefully be refreshing the brand's image as a whole. Since their use is mainly for baby care, the design aims directly at new parents. So we created an illustration series with a naive style, without realism and spikes, consisting of smooth shapes and eye-catching colors inspired by the modern cartoon and children's book ecosystems. The design heroes of this product range are five super-cute animal mascots in their natural habitat. Inspired by the "natural" product and brand name "Earths' Best," we designed each reflecting the primary product benefit of each SKU.
So, the monkey hanging on a bamboo rod visualizes the Bamboo-fiber wipes, the octopus in the sea shows the water-soluble (Flushable) wipes, the crocodile sunbathing on the edge of the lake defines the Extra Thick, the bird refers to light on-the-go Hand wipes, and finally, the fox in the forest implies the smart solution for Hand / Face natural baby wipes with a witty touch. In the pack fronts, we designed the layout of the characters in a way they interact with the lid and embrace the opening of the packaging to reflect tenderness and care even more. We created a custom display font to enhance each composition's overall playful mood and render the content of the information with clarity.
The detailed, technical, and product information is displayed on the back-of-pack around storytelling illustrations that further develop the mascots and their natural environments. We tried to imagine the packaging fitting easily in the children's room or bathroom without being disruptive. To achieve this, we utilized the negative space of the forms using large yet simple shapes and few colors without adding exhaustive information expected in the children's / baby market.
- Designed By:: Caparo