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NESTLE | Good Start Formula Container

 
With this packaging for Gerber-branded baby formula, Nestle strengthened their US market position with parent-centric, patented functionality and patented, evocative form language.

OBJECTIVE

Increase US market share for this global leader in baby formula.

STRATEGY

Differentiate through packaging innovation.
→ parent-centered functionality
→ engaging, emotionally connecting form language
→ advanced technology to protect precious formula

INNOVATION

Patented and innovative features
→ patented holder design keeps scoop easily accessible
→ patented form language evokes baby theme and highlights functionality
→ positive lid lock prevents spills
→ convenient tear-out seal keeps formula fresh

KEY RESPONSIBILITIES

Market, consumer, manufacturing, technology research
Insights analysis and platform strategy definition
Consumer co-creation based innovation process
Packaging design, development, prototyping
Iterative consumer testing and refinement process

DELIVERABLES

Manufacturing documentation
→ complete 3D and 2D CAD documentation