Danone Nutrilon · Osborne Pike · 2021

A lens into nature.

Nutrilon had authority and no warmth. The task was to keep the science and reframe it as something natural, then build a range architecture parents could actually navigate.

Nutrilon Brand Architecture
Client
Danone Nutrilon
My role
Senior Art Director and designer
Agency
Osborne Pike
Disciplines
Brand architecture, packaging design, art direction

The brief

Keep the authority. Lose the laboratory.

Retain Nutrilon's authority but reframe its scientific excellence in a more natural way, and create a range architecture with clear navigation across age stages, functional and premium sub-ranges, and a dynamic innovation pipeline.

What I designed

The shield as a lens, not a badge.

A new brandmark, refined typography, and a clean, calm, sophisticated pack architecture. The concept centres on Nutrilon's iconic shield: softening its edges for a more natural, organic feel and using it as a lens into nature as well as a holding device for the brandmark and droplet.

The texture inside the shield was inspired by dappled sunlight and the wonder of a baby's first look at the world. The architecture had to carry age stages, sub-ranges and new products without being redrawn each time.

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Credits

Designed at Osborne Pike for Danone Nutrilon, April 2021

All content © Danone

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christievgray@gmail.com

Speaking enquiries, collaborations, and conversations about the work.