Chicco

Chicco, a global baby-care brand, was launching a new range of anti-colic feeding bottles for the Indian market. My role was to design the sub-brand identity and packaging system that would connect emotionally with parents while standing out in a crowded category.

The Challenge
Parents are highly discerning when it comes to baby-care products. The challenge was to:

Develop a nomenclature that communicates trust and ease of feeding.

Create a sub-brand identity that aligns with Chicco’s parent brand but has distinct recognition.

Design pack graphics that resonate in the Indian retail context, balancing clarity, credibility, and shelf impact.

Through consumer journey analysis and competition benchmarking, It was identified that simplicity and reassurance were key drivers. Parents wanted feeding to feel easy and safe — not technical or complicated.

After testing options, Feed Easy emerged as the strongest choice — intuitive, relatable, and emotionally resonant for parents.

Developed clear, vibrant pack graphics with easy-to-read indicators, an age-size guide, and highlighted special features. A unique color palette distinguished the anti-colic range while staying cohesive with Chicco’s system.

The new identity and packaging positioned Feed Easy as the right choice for babies and the trusted choice for parents. It combined Chicco’s global legacy with local resonance, ensuring visibility and brand loyalty in the Indian mass market