BRAND LAUNCH

Designed for Kids! Trusted by Parents.

Led design & launch of Aveeno Kids, bridging the consumer gap (Aveeno Baby >> Aveeno Kids >> Aveeno), expanding category growth, and increasing brand reach to more consumers.

To bring the product lineup to life, we created characters with stories that emotionally connect with kids. Partnering with brand strategists, we defined archetypes to reflect diverse behaviors, then named and shaped each character’s story to support kids on their self-care journey. With clear intentions for each, we developed an illustration brief to translate them into Aveeno’s signature style.

Concept Development, Packaging Design, Brand Identity & Logo, Illustration, Character Development, Activation Toolkit, Cross-Functional Collaboration, Social Assets

  • "Those characters are so adorable. It looks like it’s for young kids getting ready to graduate from the baby products.”

  • "Yea, I would buy it and I would use it next for sure. I personally really like Aveeno product and they work well for me and my skin, so knowing how they work or me, I would definitely feel confident using them on my children."

  • "Aveeno was very trusted to me. I feel like if anything, even when my daughter had her sensitive skin which started around six months, the doctor recommended it as well, so I feel like it’s always around as far as recommendations with dry, sensitive skin for kids and babies. So just the name alone, I would say, I trust it."

  • "With Aveeno too, I’m just thinking, if there was another product right next to it that I’m really not familiar with and it maybe has character as well, I’d be more swayed to show my son this because I trust Aveeno, so I think it just helps. I can sway him more with it."

Early Packaging Concepts

Brand Strategy

A Winning Design

Metrics

  • 4 illustrators interviewed

  • 30+ custom illustrations created

  • 4 months from concept to brand blueprint + activation toolkit

Brand Guidelines

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Brand Toolkit

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AVN_Kids_Mika_mask-01 Large.jpeg
AVN_Kids_Instagram_Mockup.jpeg
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AVN_Honey_Illustration_Leon_GelCream_Bathroom.jpg
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AVN_Honey_Illustration_Face&Body_Pairing_Sage_and_Leon.jpg
AVN_Honey_Illustration_Lucky_CurlyShampoo_Bathroom.jpg
AVN_Honey_Illustration_Mika_2in1_Bathroom.jpg
AVN_Honey_Illustration_Romer_CurlyConditioner_Bathroom.jpg
AVN_Honey_Illustration_Sage_BodyWash_Bathroom.jpg

Platform Extension: SPF Sun Protection

Creative Director: Paul Owen
Design Manager: Melinda Brechbuehler
Designer: Carly Hayes
Illustrator: Tais Lamos
Insights & Strategy: Jonathan Finer, Tanya Gustafson
Copywriting: Tanya Gustafson, Danilo Romeiro
Activation Strategy: Danilo Romeiro
Packaging Production: Michael Scelza, Gery Garcia

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