In Asia, small soft noodles are a common food given to babies aged from 6 to 36 months. Easy to eat, they also provide nutritional benefits to little tums.
Mate Best are a leading baby food brand in China that provide a variety of different baby food solutions. Their new Nutrition Noodles are rich in more than 12 nutrients including minerals (calcium, iron and zinc).
This product offering required a suite of packaging that brought to life the nutritional flavours of each variant, whilst also heroing the noodle format in a new distinctive way that stood out both online and instore.
The range is targeted at a demographic that seek modern, contemporary design with a Western influence.
The naive expression of the packaging design shows the simplicity and natural product positioning.
Driven by distinctive colours, each variant expresses an outdoor scene with design elements that interact with the flavour cameo.
The large spoon of noodles implies a growing tree in the outdoor scene. A metaphor for our growing bubs whilst also breaking cliché category codes of typically showing food in bowls, encouraging stand out in a busy supermarket landscape.