Petit Bateau is in France the reference for babies, kids and adults clothing & underwear. It is perceived as an iconic french brand with a strong emotional resonance.

They sell in their own stores and through multi-brand stores such as department stores with an international presence.

Previous packaging was boring & hiding products. As a consequence, the first thing young mothers were doing, when entering a Petit Bateau store/space, was to open all the boxes to find the right shape and the right style. The in-store merchandising became a nightmare for the teams. The products were not self-selling and requested time-consuming sales people’s assistance to help consumers navigate between the shelves.

Based on that context, our brief was to increase sales, make the brand more appealing, facilitate shelf navigation, encourage impulse purchase & better protect products.

The solution
Petit Bateau is blessed with a wonderful brand story. In 1918, the brand’s founder, Étienne Valton had the idea of cutting off the legs of the underpants, thus inventing the world’s first baby body suit. Inspired by the brand’s transformative heritage, we utilized the ‘cut out’ as our packaging signature.

By using a simple dieline to signal the contents, the new design showcases Petit Bateau’s iconic clothes and enables customers to navigate collections at a glance with fun and ease.

Clearer size/age information system facilitates the shelf recognition & the merchandising. The pack’s new structure enables the brand to communicate its story & legendary attributes on the back of the pack while better protecting what is inside.

The quality and sustainability of the packaging material have been dramatically improved in line with mothers’ expectations to reduce packaging waste as much as possible.

And it has proved popular. Real life testing showed an increase in sales up of to 20%, convincing the brand owner to go national with the redesign in all stores throughout the world.