Aveeno® Baby Brand Refresh
Aveeno® Baby is a brand that leads in sensitive skin care. We needed to maintain the superior brand presence and reputation, but update the design to better fit the modern parent and the evolving baby category.
We maintained distinctive brand equities such as brand color palette, the heritage stripes, and bottle shape. We modernized the logo, updated the label hierarchy for ease of shop-ability, enlarged the key oat ingredient, and emphasized the professional endorsement with an updated seal.
My Role
Packaging Design • Portfolio Strategy and Simplification • Component Color Matching • Icon Development • Brand Guidelines
Creative Team
Creative Director: Paul Owen
Design Manager: Cassandra Cogbill
Design Lead: Melinda Brechbuehler
Designer: Anna Callaway
Solutions: Pablo Ulpiano
Packaging Production: Jeff Roth, Michael Scelza, Gery Garcia