Only What Matters

Our first project for Nutricia, part of the Danone company, was to develop a new visual identity for its Karicare Toddler formula brand. Having had recently completed research into exploring the mindset of mainstream mums, the compelling results told us that these mums want to give their babies the best start for a happy and healthy future, but they’re somewhat confused and overwhelmed by how overcomplicated motherhood has become. Nutrition pays a large part in this and these mums seek a formula that is gentle and affordable for their children.

For the new Karicare Toddler visual identity, Saltmine created a watercolour illustration of the natural rolling hills of New Zealand, complete with the cows who produce the milk for the cows’ milk-based range. All cows’ milk products in the range are made with the goodness of real New Zealand milk with no added preservatives or artificial flavours.

Asked specifically about inspiration behind the design, Saltmine Chief Curation Office, Sara Salter said, “The key to nailing this brief was to bring to life Karicare Toddler’s point of difference in the market in a way that’s simple and reassuring for the brand’s ‘mainstream mums’ target market. 

We know they want to be able to follow their instincts as a mum, but modern society has overcomplicated and overengineered parenting so much that choosing a formula for their toddler has become an overwhelming experience. The subtle colour palette helps tell the compelling provenance story behind the brand and the simple fonts and clear variant differentiation allow for easy navigation of the range on-shelf.”