Brand design and innovation agency Echo has unveiled its latest collaboration with Netherlands-based babycare brand Zwitsal, redesigning the packaging for its entire product range. Responding to the shift towards more natural and mild babycare products among new parents, Echo’s sensitive brand transformation serves to reassure trust in Zwitsal’s ingredients and fragrance, while celebrating the "real, honest moments of parenthood."
Denise White, Account Director at Echo, commented: “With nearly 100 years of heritage, Zwitsal has long been the Netherlands’ most trusted babycare brand. However, a new generation of parents are increasingly looking for more natural and overtly gentle products for their babies’ delicate skin. Our challenge was to reinforce Zwitsal’s trusted position in the category by reassuring parents of the mildness of its products, while staying true to the brand’s distinctive look and feel.”
Having served as brand guardians for Zwitsal since 2012, Echo redesigned the packaging for the brand’s entire product line, which spans over 40 products, from moisturiser and talcum powder, to shampoo and conditioner.
To imbue confidence in Zwitsal’s gentle ingredients, Echo sought to declutter the original packaging by taking a cleaner, more simplified design approach. This includes creating a greater focus on the key claims and benefits and softening the variant colours without impacting range navigation
Christy Davies, Design Director at Echo, commented: “Zwitsal is a brand that encourages a more relaxed approach to parenthood and celebrates the authentic moments of that journey, both joyful and challenging. Central to this is the Kleintje (“little one”) brand icon and his world that all parents can identify with. In the refreshed design Kleintje has been given a more central role to reinforce the importance of those beautiful bonding moments and establish a greater emotional connection with new parents.”
From splashing around in the bath, to playing outside in the garden, the refreshed Kleintje icon embodies some of the beautifully messy moments of childhood that all parents cherish. In keeping with the simplified design language, the icon is drawn in a clean illustration style, while maintaining the brand’s signature warmth and charm. Across the portfolio’s five different ranges: Wash, Care, Hair, Change and Advanced - Echo has used corresponding colour palettes to represent the diverse bonding moments between parent and child.
Stephanie van Eerd & Wendy Troost at Zwitsal commented: “Our new design really captures the joy of those authentic bonding moments that are so important whilst providing all the trust and reassurance that parents are looking for and would expect from an iconic brand like Zwitsal.”
The refreshed product range is now being sold by major retailers across the Netherlands and Belgium.
Editor of Touchpoints magazine, writer for Packaging Europe magazine and design enthusiast!