We redesigned Babybio’s infant milk range to combine scientific credibility, emotional softness and a strong commitment to nature. A pioneering French brand in organic baby food, Babybio wanted to strengthen its health credentials and reach a wider audience of young parents, while staying true to its gentle, caring DNA. A delicate balancing act: standing out in a category dominated by long-established, clinically coded brands, while differentiating itself from the growing wave of organic private labels, particularly active in supermarkets.
To support this strategic shift, Babybio asked Lonsdale to rethink the brand’s packaging identity: a new visual territory designed to meet the demanding codes of the category (expertise, clarity, reassurance), while asserting the brand’s unique character versus competitors.
Our work focused on balancing technicality and naturality, so that Babybio comes across as both expert and warmly approachable. White is used as the dominant colour – a strong health code – to reinforce scientific credibility. At the heart of the new design, the “heart-cocoon” becomes the brand’s key emotional asset. The little rabbit guides parents through the brand’s key reasons to believe, while the hill shape structures and highlights all the claims. Nothing has been left to chance: navigation is seamless, the story is clear and emotional, the expertise is immediately visible, and nature is omnipresent.
In a competitive landscape, Babybio affirms more than ever its status as a committed brand, with a positioning rooted in French origin and a demanding formulation.
CREDIT
- Agency/Creative: Lonsdale
- Article Title: Redesigning Tenderness, A New Look For Babybio by Lonsdale
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: France
- Agency/Creative City: Paris
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Redesign, Brand Refinement, Design, Packaging Design
- Format: Tin
- Industry: Food/Beverage
- Keywords: Babybio, Vitagermine, Lonsdale, Design, Branding, Brand refresh, packaging design, brand design, packaging refresh
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Credits:
Deputy General Manager, Head of Consumer Branding: Sandra Joly Guicheteau
Client Director: Karine Collin
Creative Director: Olivier Guicheteau
Senior Art Director: Catherine Leveque
Senior Art Director: Virginie Hirsch
