The Reckitt Benckiser team challenged us to create a design identity that re-asserts category leadership for the Enfamil brand across the world and develop a future-proof shift in perception that represents ‘holistic growth’ in addition to our roots in brain science expertise.

We looked at what parenting meant today, how new brands and smart tech influenced raising, whilst also tapping into the natural food world. We maintained a balance between the scientific credibility the Enfa brand was known for, as well as empathetic warmth the brand had lacked. This has to be done across an expansive portfolio, so, strong architecture, and system one design was key. Our Wonder Canvas adorned the top of all products to show the magic of what was held within, as well as the possibilities that this elixir could encourage. It also enabled us take it off-pack, across all brand communications and activations remaining distinctive and recognisable.