Suave Kids worked with Smith Design (smithdesign.com) to create premium package design for its new line. Smith Design worked closely with the Suave Kids brand team to introduce a premium line offering new formulations that are free from harsh ingredients, such as dyes and parabens. The trend towards gentleness, naturalness and purity of ingredients, strongly resonates with today’s educated consumers, meaning less worry for parents with children. The line includes a 2-in-1, 3-in-1, leave-in conditioner and detangler.
Smith Design worked on naming, identity and package design for the line. The “Purely Fun” identity in a soft watercolor effect is whimsical and also cues “transparency,” a quality that fits the line. Colorway ties to established segmentation of the Suave Kids line. The “u" in fun is smiling, adding a friendly wink at shelf, while the soft floating bubbles carry the product's unique benefits.
The line package evokes the simpler qualities today’s moms seek and the unabashed fun kids expect to find from Suave.