Truly Deeply creates new premium baby formula brand for China

baby formula branding china

New brand proposition, identity and packaging taps into market gap for a premium Australian made brand specifically designed for the Chinese market.

Everything from the positioning, messaging and personality was designed to connect with affluent Chinese mums. The proposition reinforces their beliefs in the benefits of pure and natural Australian goat milk for their baby and the joy their baby brings to their life.

The new packaging was deliberately designed to convey a premium product that Chinese mums can be place with pride on their kitchen bench. A customised brandmark provides a balance of playful sophistication. The customised font is rounded off with a drop shape to create a fluid connection to fresh milk. The blue and white colours reinforce this freshness and is balanced with pop colours to differentiate the product range.

To ensure the brand appeals to the local market but also stands out on shelf, Truly Deeply commissioned a range of goat illustrations that align with leading pop culture trends. The Full Joy goat gives the brand instant recall and he grows to represent the different ages of the product to help mums to choose the right product.

Working together with the local Chinese company, Truly Deeply created a premium brand that is designed specifically for Chinese mothers. Market and audience insight helped inform the brand design and ensure that it has the right balance of international and Chinese cues to engage its audience. Full Joy stands out in China from not only local brands, but also other Australian and international brands that simply translate their packaging information into Chinese.

Truly Deeply provided Full Joy with a market review, brand positioning and messaging, brand identity, custom illustrations and packaging.

To find out more, see the Full Joy case study here.

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