AptaGrow

The pickiest of eaters

Every parent wants to make sure their child receives all their vitamins and minerals. However, when kids have allergies or are just plain picky, it makes it really hard to ensure they are receiving a balanced diet.

Born out of convenience, Aptagrow is an easy to consume drink that allows the pickiest of eaters to slurp down their nutrients in a format they’ll love with a taste they’ll love.

Joining the Aptamil family

Aptamil has a strong credibility and awareness in early life nutrition. A new sub-range needed to have the same trusted qualities of the Aptamil brand while attracting a new age of consumer. Aptagrow not only had to be trusted by parents but also target children.

For this to be successful we needed to beyond ‘expected’ attributes of a follow-up milk drink and move towards something unique and own-able.

The sub-brand name needed to capture the functionally and be an emotional pull for parents and the design needed to bring to life the product‘s unique competitive advantage – “An innovative & tailored nutrition per kids’ need-state” – in a way that is exciting, relevant and resonating.

The balancing act

What resulted for Aptagrow was an impactful and premium look and feel that translated the price point and quality of product. One strong brand colour worked to simplify the navigation for parents but also drive quick visibility on the fact that “AptaGrow” is a full range of products. This being said, we still needed to make sure the differentiation was obvious enough per sku so not to confuse parents.

The Milky figures create an overarching story through the skus about the active-reassurance benefit while not over-shadowing the reasons to believe for each sku. Harmonising and creating a clear flow between emotional and functional is where this design sings.

What we did:
Brand Strategy, Packaging, Production & Final art

team

Wilfred Castillo

Associate CD

SEA

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team

Adam Cameron

Global CFO

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team

Sharon Lee

Managing Director

APAC

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