The document discusses redesigning the full portfolio of a baby formula brand in Russia to improve premium perception and the consumer experience. It overviews creating a logical tiering system for the different product types (base, treatments, preventions, cereals) aligned with brand guidelines. Details provided include 30 presentations, redefining existing brand equities, 50 pages of new packaging guidelines, and over 1000 hours spent on strategy, design, reviews between more than 20 designers, managers and directors. The goal is for the brand and children to have the best possible treatment and stand confidently for whatever the future may bring.

1. taking baby steps

2. The task...
Redesign of the full portfolio:
Base, Preventions, Treatments, Cereals
in line with brand guidelines and successful
products from other markets

3. So what’s the issue?
Insufficient
premium perception
for the most
successful baby
formula on the
Russian market.

4. Where we began?

5. Our challenge was to redefine the relationship of all the existing brand equities,
resulting in a more premium product. We then created a logical tiering system
to aid navigation and improve the consumer’s retail experience.
It’s all in the detail
DAN 5002DAN 5001 DAN 5003
Поддерживает
развитие
иммунитета
и мозга
1
иммунной комплекс
витаминов
пребиотики
GOS/FOS
жирные
кислоты
ARA,DHA
Pronutri
Plus

6. Project in facts & numbers
30
20
50 1000
8
presentations
SKUs
pages of
packaging
guidelines hours on strategy, design,
calls & trips, reviews,
adjustment loops and
technical consultancy
More than:
designers, managers,
Creative director
& Client service director

7. base & specialties
our solution

8. baby cereals

9. whole portfolio
Base
Treatments
Preventions
Cereals

10. Brands as well as children deserves the best possible treatment.
Then they can stand on their own feet and face with
confidence to whatever the future will bring.