” Fabula Branding has developed a label design for children food and non-food products by X5 RETAIL GROUP, a major Russian retailer, as its private label.The introduction of the private label to the market intended to create a competitive packaging that compares favorably with the brand-leaders of the segment and to stimulate positive associations and trust in the quality of the goods, considering the positive reputation of the retailer. Therefore, the design of each SKU is made with the characteristic style of consistency and constancy. For a line of food products, an author’s illustration of a cheerful kid is featured as a brand-character.These components of design, appealing both to the interests of toddlers as consumers and to the feelings of the tenderness of the parents as buyers, emphasize the “baby” character of the products, attract attention, create the mood of a happy childhood and motherhood, and ultimately increase loyalty to the trademark.”