Via Bergognone, 7, 20144 Milano MI, Italia

Design: Break Design
Location: Italy
Project Type: Produced
Client: KDV Group
Product Launch Location: Global
Packaging Contents: Confectionery
Packaging Substrate / Materials: Plastic
Printing Process: Flexography

School, homework, tests… When you were a little kid, every small problem looked big. Fortunately, so did small joys: even one single sweet treat could bring a real blast of happiness. Wait a minute… did we say one treat? Okay, maybe two. Or even three or four… and on until our mum would come stopping us, worried for all that we were shovelling down…

Babyfox is the new brand from KDV, is intended to be just that: a big joy for kids that reassures moms (and dads) about the nutritional qualities of its products.

The brand includes nutritional bars, chocolate, vitamin candies, creamy wafer and in the future will include more products in other categories. It is therefore a multi-category, multi-target brand (for children in different age): in addition to parents, should appeal to children of different ages.

We were looking to create a packaging design that’s irresistible to kids and a good place to start is by coming up with a cool character. The second need was to create a brand system that would be clear and recognisable even across products sold in different segments and shelves.

Hence the division into three areas: the logo at the top, a coloured band at the bottom – differentiating the flavours – and a central band, where most of the information is located. Here, on the left, a friendly character plays with the product, relating to children and creating an immediate emotional bond.

On the right hand side is the communication aimed at parents, with the product descriptor, its nutritional characteristics and pluses (such as the presence of vitamins or fruit juice). Everything is presented in a very clear and informative way on a white background – the colour of simplicity and reassurance. The overal look and feel of design is emotional and functional at the same time.

The design positions Babyfox as a tasty product that also provides the right nutrients for growth. Simply said: eat foxy, grow foxy!