By Our Staff

Copyright mxmindia

DCell, MullenLowe Lintas Group’s specialist design consultancy, has partnered with Piramal Littles to unveil a refreshed identity for the brand’s childcare range.

Commenting on the new packaging, Shashank H. Golani, Senior General Manager – Marketing at Piramal Littles said: “DCell expertly balanced the challenge of unifying our diverse range – from diapers to toys to baby care – under one brand look, while ensuring each category and tier retained its own identity. Their keen understanding of category nuances and consumer shopping behaviour made our packaging both intuitive and distinctive.”

Sharing insights into the design process, Bhumika Shah, Executive Design Director, DCell (or dCell as the agency likes to call itself) said: “Our core design was born out of the idea of an embrace. The pack’s architecture that formed the design system across all products was a nod to the mother and child bond represented by curves juxtaposed on each other to form a graphic that came together from the two ends of the pack. We elevated the brands imagery by establishing a unique illustration style for their premium products and handwritten type that fosters a human connection. The iconography was custom designed for the brand and lent a sense of expertise and elegance to the range. The greatest challenge was harmonizing the diverse range of products carrying different propositions and having different packaging formats and structures to look unified under a single brand umbrella.”