Balancing child-friendliness and holistic goodness with science and clinical precision was a challenge. The logo itself originated from a reconstructed “Bd” (for “Babaderm”) and references three icons: a pacifier, a happy baby and a baby potty (the range began with its flagship product – the nappy cream).

This custom logo design was not created in isolation. It is meant to live with custom illustrated characters aka ‘the good bugs’. The pay-off line was developed to reinforce the same attribute balance as the logo (playfulness and health) – both crucial aspects of the products and their unique brand personality. Simultaneously with this brand, we developed an ingredient brand: Probiton™. With its own logo, designed in the same visual vernacular, it allows for legal ownership of the active probiotic compound and other ingredients and therefore assist in building and protecting an ingredient-based ‘first to market’ positioning strategy.