For Gerber we designed the packaging for a new line of fruit purée pouches aimed at children from their first year. The aim was to create a system that stays true to the brand's expert image while making the product stand out on shelf and appeal to the youngest consumers.

A cast of illustrated characters became the key element of the design. The animal figures make the variants easier to recognise, warm up the communication and engage children, and on the back of pack they also play an educational role, carrying the most important product information.

The result is a modern layout, appetising fruit photography, hand-drawn typography and distinctive variant names that together form a coherent visual system – one that unites the brand's emotional character with legibility, functionality and a strong presence on shelf.