Truly Deeply creates new Aussie baby formula brand for China

packaging, brand identity

Rebranding Royal Warton to standout in the Chinese market and hero its Australian product origin.

Royal Warton has been tapping into the growing demand for Australian baby formula in Australia. However, it was struggling to standout in the highly cluttered local market and was lacking any real brand distinction.

Connecting local audience insights with a detailed market review, we crafted a brand proposition that heroed the brand’s Australian made credentials and balanced it with what Chinese mums were looking for.

The positioning, messaging and personality was designed to build pride and confidence with Chinese mums. The proposition strengthens their beliefs in the benefits and the quality of Australian dairy products for their baby and the excitement of them being able to give their baby a great start.

Chinese baby formula brand

The new brandmark takes cues from leading family cartoon visual language with a customised font that now gives the brand a distinctive identity. The cloud device helps this further standout and communicate this theme.

This was balanced with a re-imagined and specially crafted illustration of the ‘Warton’ koala character, who is the ambassador for the brand. The new illustrations of Warton bring the playful side of the brand to life. He also grows up to match the different ages of the product to help mums to choose the right product.

Australian made dairy products are highly sought after in China. While there are several Australian brands available in China, most simply put Mandarin on the packaging. There was a gap for an affordable, high quality Australian made baby formula range, made for Chinese mums.

For the pregnancy formula ‘Melody Mommy’ we created a shift in the brand colour and illustration to clearly differentiate between a product for the mothers versus their babies.

Truly Deeply’s brand work for Royal Warton included a market review, brand positioning and messaging, brand architecture, brand identity, custom illustrations and packaging.

Royal Warton is a sister brand to Full Joy, a premium goats milk formula. See our brand and packaging work for Full Joy here.

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