Milupa Deutschland Aptamil A Baby Food Brand Grows

Milupa Deutschland
Aptamil
A Baby Food Brand Grows
Aptamil’s pure, natural, healthy and functional
cereal
Background
Numico is a high-growth, high-margin,
specialised baby food and clinical nutrition
company with a leading position in baby food in
Western Europe. Numico’s Baby Food division (of
which Milupa is part) specializes in the healthy
growth and development of infants and toddlers
(0–3 years old) with an extensive range of
nutritionally superior and convenient products.
Currently, the Milupa brand Aptamil offers a
broad Infant Milk Formula (or breast-milk
substitute) portfolio across Europe with the
positioning “great science for the little ones.”
Because of the rapidly growing baby food market
– especially in the premium organic segment –
Aptamil decided to expand into the weaning
foods (cereals) range.
Challenge
Landor’s task was to create a visual language for
Aptamil’s weaning foods category for the German
market. The design needed to bring to life the
brand’s warm, scientific, engaging, and
conscientious personality and build on the
Aptamil cereals attributes of a pure, natural,
healthy, and functional product. In addition, the
design was to communicate the product’s
premium stature and differentiate itself clearly
from other competitive milk cereal products. The
challenge was to create an appealing, eyecatching design for a baby product that
translates key attributes like clear, straight, and
no frills at the same time.
© 2007 Landor Associates
Solution
Following consumer tests, Landor’s winning
design was developed further. To create a simple
but strong pack architecture, Landor aimed at
communication on a multi-dimensional level
rather than just a two-dimensional design, with a
premium scientific look as the significant
differentiation from competitive milk cereals.
The key idea was to use the Aptamil cereals
attributes as a grid for the pack architecture. The
black-and-white photos of happy babies
communicate purity and naturalness on an
emotional level. Photos of natural ingredients on
milk splashes reflect the healthiness of pure
ingredients on a scientific and factual level. A
see-through window placed within a close-up
photo of the true product serves to reassure
buyers.