Working with Lovela, we designed the packaging for the new Lovela Family line, which extends the promise of safety and gentleness from baby products to the whole family. The aim was to retain the brand's recognisability while communicating the efficacy and the distinctiveness of the new range clearly.

We created a minimalist system consistent with the Lovela Baby line, enriched with its own colour code and graphic motif. A family photograph set within the shape of a heart builds an emotional character, while an ordered information hierarchy sets out plainly what the products are for and what they offer.

The end result is a legible, credible line that stands out on shelf, makes choosing a variant easier and allows the brand to grow its portfolio without losing consistency.