Nutricia briefed Saltmine to create a new brand identity for Karicare Toddler that: improves how the brand resonates with Millennial and post-Millennial parents, enhances the brand’s distinctive point of difference in a competitive marketplace, whilst maintaining its position as one of the leading brands in the early life nutrition category in Australia and driving sustainable growth throughout 2019 and beyond.
Our first project for Nutricia, part of the Danone company, was to develop a new visual identity for its Karicare Toddler formula brand. Having 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.
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.