Smilebear is a Chinese brand that sells baby items in America. After winning the market in America, it decides to expand its marketing share in Europe. Thus, the design of products and brand image need to adjust with the European taste is the aim of Smilebear.

Before any design process, Box team studying the existing European market trend and consumer habit. Thus, different from the bright colourful design of the United States, the European prefer more modest and graceful colours because of their traditional taste. Thus, there are amount of elegant colours are used in this project.

In the design progress, Box team designs the icon at first based on the brand name and products. Box team uses a shade of pacifier with two dots composed of a smile bear pattern. It perfectly displays the brand name and indicates the business. On the packaging of products, BOX team draws amounts of doodles with a feeling of crayons, establishing an atmosphere of child painting. It also implies that the business of Smilebear is primarily aimed at toddlers. What’s more, Box team uses a series of elegant colours. Each colour corresponds to a product, showing both differences and associations. Box team also gives suggestions to the colours of products. That helps Smilebear to establish brand unity. The colour of the packaging keep colourful and elegant at the same time. Colourful packaging attracts children’s attention, while the modest and graceful colours attract adult eyes. The simple packaging structure not only reduces the cost and suitable for supermarket selling but also environmentally friendly. As a result, this packaging design finds a perfect balance between simplicity and elegance.

This project for Smilebear is completely winning the customers’ minds. The logo is a clever idea that perfectly represents the characteristics of brand. The pack not only satisfies the childlike interest but also satisfies the adult’s taste. Especially, it won the prize 30 Japan Typography Association 2019, Japan. Box brand design team made a huge contribution to this project and the brand value of Smilebear.