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Infants’ Friend had been on continuous sale since 1935. Australian mothers and fathers had turned to the trusted product to ease colic during teething, keeping bowel movements regular and aiding sleep for infants aged from birth to one year old.
However, in 2020, Infants’ Friend was found to contain small amounts of chloroform as an inactive ingredient and was the subject of a Therapeutic Goods Authority recall notice. The product was removed from pharmacy and supermarket shelves. The brand was
put up for sale by its owners.
In 2021, the agency was approached by the brand’s new owners In2Pharma. Their pharmaceutical team was in the process of developing a new all-natural formula with the safest, high-quality ingredients. A formula free from alcohol, sugar and any artificial flavours, sweeteners or colours.
We were tasked with developing new packaging and messaging to reflect the new all-natural ingredients and philosophy.
The original Infants’ Friend logo and bottle had very strong recall and recognition amongst generations
of mothers. Any transition from this iconic typography and the brand colours
would have to be carefully managed.
In reworking the packaging design, our Senior Designer took cues from the old packaging. The new design was to retain the old design’s shelf presence whilst making it friendlier and more appealing to the modern family market.
The new design chose a more friendly uppercase red font and utilised the lowercase letter ‘i’ to represent parent and child. The product also included design elements of waves of liquid. The design icons comprised of the spectrum of emotions young children express. Additionally, we re-worked the Australian-made icon to include the Southern Cross.
