Created with kindness to keep kids clean. Say hello to Kiddly.
As new parents to a bouncing baby boy, our Japanese and Kiwi clients had developed a small and carefully crafted range of bathtime products. Having trialled and investigated existing brand formulations which had a number of unnecessary fillers and additives, this new range uses minimal naturally derived ingredients with pea protein to detangle hair and eliminate dirt. A unique foaming formulation is suitable to be used on babies through to tearaway toddlers.
To launch a small range of three products into such a highly competitive and crowded market and with a minimal marketing budget, the name and packaging of this new range needed to be captivating, memorable while also retain the trustworthiness which was the essential purchase driver. To stand out in a category of generic names we created ‘Kiddly’ - the happy middle ground of parents acting kindly, with love and tenderness for their newborn and the fun, active nature of kids.
The packaging is fresh, fun and spontaneous. Finding inspiration in the drawings and doodles of children, a cloud icon was developed as a nod to its New Zealand origins (land of the long white cloud), around which bright and colourful illustrations identify each product. The minimal white background and information hierarchy were inspired by the visual culture of Japan. The result is a playful brand, tailor-made for young ones, packed with personality and efficacy. With no added nonsense!