Big smiles for parents
of little ones.
Sainsbury’s Little Ones
Being a parent is a great experience, but often the different options and decisions required can be a bit of a minefield. Sainsbury’s saw a gap in the market to create a range of products designed to give parents confidence and make it enjoyable to care for their children. Our brief was to create a brand positioning and design for Little Ones that builds on Sainsburys’ food credentials and inherent trust.
Packaging design
Art direction
Illustration
Brand Guardianship
Brand Guidelines
As a parent myself, I know that parenthood comes with many challenges, one of which is navigating the busy childcare aisle in the supermarket. We wanted to make things easier – so parents could spend less time shopping and more time enjoying the precious moments with their little ones.
Kate Patton
Account Director, BrandMe
Strategy
The Little Ones products are expertly developed and endorsed by parents & nutritionists, all with the trusted quality of Sainsbury’s.
Through understanding the realities of parenthood, we developed the positioning ‘supporting the journey of real parents while making them smile’.
Through understanding the realities of parenthood, we developed the positioning ‘supporting the journey of real parents while making them smile’.
Approach
We created a design system that appeals to and engages children, while being a helpful and joyful guide to parents.
The design solution offers the simplicity and confidence of a leading brand. It is playful - heroing collage-style product photography brought to life with hand-drawn animal doodles, bright colours and a personality typeface. The result is vibrant designs that are sure to draw a smile. Each pack features clear age communication making it easy for parents to navigate the range.
The design solution offers the simplicity and confidence of a leading brand. It is playful - heroing collage-style product photography brought to life with hand-drawn animal doodles, bright colours and a personality typeface. The result is vibrant designs that are sure to draw a smile. Each pack features clear age communication making it easy for parents to navigate the range.
Realisation
To bring thedesign to life across a range as large as Little Ones, we created a robust setof guidelines, ensuring that we could achieve a consistent roll-out across all skus.
Each foodle illustration was created bespoke for each product, allowing us tocraft and maintain the range personality.
Our ongoing guardianship of the brand means that every range extension feelsnative to the brand and is in keeping with the shelf fixture as a whole.
Today therange has over 100 skus across food, toiletries and nappies.
Each foodle illustration was created bespoke for each product, allowing us tocraft and maintain the range personality.
Our ongoing guardianship of the brand means that every range extension feelsnative to the brand and is in keeping with the shelf fixture as a whole.
Today therange has over 100 skus across food, toiletries and nappies.
