In collaboration with the UK’s leading packaging agency Parker Williams, we were asked to develop their brand vision for the Danone Baby Nutrition within the European grocery distribution market specifically focusing on the hypermarket division.
The concept vision from PW was to create a welcoming curved department within the hypermarket to encapsulate the Baby World under the department of The Big Hug, where the Danone products showcase the space. Working with industry standards for unitry and accessories, we developed the concept into a workable space that Danone could trial across Europe.
Working with the defined palette of colours from Parker Williams, we created a valley principle with high perimeter walls working into to low level units. Each section was clearly colour defined taking reference from the Baby Nutrition ranges and broken down into customer-friendly department indicators such as Taking Care of Me, Feeding Me, Washing Me along with innovation areas to showcase new products.
The concept was trialled successfully in Spain, France and Ireland and is now part of Danone’s hypermarket vision for the future.