Chicco
Baby
Role// Packaging Designer
Team// Tata Elxsi
Client// Chicco India
Year// 2022
Context
Chicco is one of the most trusted baby brands in the world — Italian, sixty years old, present in 120 countries. In India, the brand sells through pharmacies, modern-trade retail, and e-commerce, where it competes against Philips Avent and a long tail of local players across feeding, nursery, and care.
The anti-colic bottle is a high-stakes purchase. Colic is one of the first health scares a new Indian parent faces, and the bottle that promises to solve it has to feel both medical-grade and maternal — clinical enough to trust, warm enough to bring home.
Challenge
Chicco's existing anti-colic bottles were a sub-set of the general feeding range, with no clear visual or verbal identity to help parents find them on shelf. In a category where parents are anxious, hurried, and often shopping in their second language, the bottle needed to announce itself — to say this is the one for colic before the parent had finished reading the label.
Opportunity
Build a sub-brand inside Chicco. Give the anti-colic line its own name, its own colour, and its own visual logic — distinct enough to be findable in seconds, integrated enough to feel like Chicco. A category-of-one within the parent brand.
