Vital

Background With the new positioning of ‘Embracing real motherhood as a natural part of life’, Danone and Nutricia Bagó called upon Grupo Berro to redesign Vital, one of their infant formula brands. Vital seeks to alleviate the idealized expectations of motherhood. It is proven that for mothers, infant formula is not the first alternative they choose, but Vital is the closest proposal to the ideal, and it has everything their baby needs and nothing more. Challenge How to communicate the best attribute of the brand? This was the great challenge. The client's decision was simple: differentiate from the complexity of the category with a clear and straightforward message, leveraging the credentials of Vital's formulas: A formula milk with calcium, iron, minerals, proteins, vitamins, and Omega 3 and 6. And above all, without sugar! The result The new packaging design is simple and direct. It clearly communicates what Vital has (everything a baby needs) and what it does not have (sugar). The brand was redesigned, simplifying the color finishes and modifying details of the logo and its tilt so that it aligns with the heart. The illustrations were created based on the characteristic first drawings of children under the premise: ‘Real life is not perfect, it’s about coloring outside the lines’.