Aveeno® Kids Brand Launch
Introducing, the Aveeno® Kids Care Crew! Each character’s story prepares kids for their autonomous self-care adventures. Empowering kids to harness the authentic qualities within themselves and successfully navigate the task of self-care in their own way.
In partnership with R&D and marketing, we launched a line specific for kids’ developing skin and hair needs beyond baby needs.
What We Delivered
Brand Positioning • Brand Strategy, • Packaging Design • Character Development & Illustrations • Photography Direction • Aveeno® Kids Brand Guidelines and Activation Toolkit
Character Development
Aveeno® believes sensitive skin is a superpower. Naturally, we developed superhero characters and interviewed kids and their parents to select the animal types.
Following an archetype framework, each character was created to have their unique strengths, comfort zones, and ways to deal with moments of insecurity. Representing the reality that all kids are complex and they are all extraordinarily unique.
Creative Team
Creative Director: Paul Owen
Design Manager: Melinda Brechbuehler
Designer: Carly Hayes
Illustrator: Tais Lamos
Insights & Strategy: Jonathan Finer, Tanya Gustafson
Copywriting: Tanya Gustafson, Danilo Romeiro
Activation Strategy: Danilo Romeiro
Project Management: Corbin Cones
Solutions: Pablo Ulpiano
Packaging Production: Michael Scelza, Gery Garcia