Frut, a juice line from Nestlé, was willing to enhance the fruits consumption during childhood, offering convenience and helping the apprenticeship on independent nourishment. Besides, the objective was to maintain the relationship with the consumers and present the brand as a healthy alternative for children that passed the age of baby food consumption.
Among the creative premises for the packaging project, it should be highlighted the product’s naturalness, the fun and attractive visual for both children and mothers, and its adequacy for children above 3 years old, but also not mentioning this last information.
The creative solution adopted by CBA B+G, in order to fulfill all the premises, was inspired in childhood’s imaginary friends, with adequate illustrations for the age group. For each flavor mix, the combination of fun and healthy is represented by fruits as playing companions for the Bo Bear, iconic character from Nestlé’s infantile food lines. At the same time that the package’s soft and malleable material stimulates apprenticeship and self-sufficiency in nourishment, the fun and inspiring design helps to improve the taste for a healthy and natural nutrition.